Lindridge, Andrew and Dibb, Sally
(2003).
Is 'culture' a justifiable variable for market segmentation? A cross-cultural example.
Journal of Consumer Behaviour, 2(3),
pp. 269–286.
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Abstract
This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies.
| Item Type: |
Journal Article
|
| Copyright Holders: |
2003 Henry Stewart Publications |
| ISSN: |
1472-0817 |
| Keywords: |
culture; marketing; segmentation |
| Academic Unit/Department: |
Open University Business School |
| Item ID: |
6833 |
| Depositing User: |
Andrew Lindridge
|
| Date Deposited: |
15 Feb 2007 |
| Last Modified: |
26 Oct 2012 04:08 |
| URI: |
http://oro.open.ac.uk/id/eprint/6833 |
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