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Is 'culture' a justifiable variable for market segmentation? A cross-cultural example

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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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1002/cb.106
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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
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
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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