The behavioural homogeneity evaluation framework: Multi-level evaluations of consumer involvement in international segmentation

Amanda J. Broderick*, Gordon E. Greenley, Rene D. Mueller

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies. © 2007 Academy of International Business. All rights reserved.

Original languageEnglish
Pages (from-to)746-763
Number of pages18
JournalJournal of International Business Studies
Volume38
Issue number5
DOIs
Publication statusPublished - Sep 2007

Keywords

  • behavioural homogeneity
  • consumer involvement
  • international marketing strategy
  • market segmentation

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