Improving multicultural marketing: Between-group and within-group segmentation approaches

Ricardo Villarreal

Journal of Brand Strategy, 2014, vol. 3, issue 3, 278-289

Abstract: This paper reviews the evolution of segmentation approaches used in multicultural marketing. The benefits and limitations of the standard between-group segmentation (BGS) approach are presented as a basis to discuss advancements on the BGS approach. The paper suggests that the within-group segmentation (WGS) approach provides an important alternative to the BGS approach. Two different examples of a WGS approach are presented. The paper suggests that the true variable of interest in multicultural marketing is ethnicity. Reasons for focusing on ethnicity and its definition are presented and tested using a more complex statistical methodology for a WGS approach. The paper concludes with a summary of the relationships between the approaches.

Keywords: multicultural marketing; segmentation; Hispanic ethnicity; Hispanic consumer behaviour (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:3:p:278-289

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