The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation

Amanda J Broderick, Gordon E Greenley and Rene Dentiste Mueller
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Amanda J Broderick: Aston Business School, Aston University, Birmingham, UK
Gordon E Greenley: Aston Business School, Aston University, Birmingham, UK
Rene Dentiste Mueller: University and College of Charleston, Charleston, South Carolina, USA

Journal of International Business Studies, 2007, vol. 38, issue 5, 746-763

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. Journal of International Business Studies (2007) 38, 746–763. doi:10.1057/palgrave.jibs.8400296

Date: 2007
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