International Market Segmentation Based on Consumer Behavior

A. Coskun Samli ()
Additional contact information
A. Coskun Samli: University of North Florida

Chapter Chapter 11 in International Consumer Behavior in the 21st Century, 2013, pp 109-120 from Springer

Abstract: Abstract In my earlier book (Samli 1995) I paraphrased Spielvogel (1989) saying that global consumer segmentation must cross national lines. That could easily be misconstrued: first, there could be a global segmentation that is not quite realistic and there cannot be national segmentation, let alone a global one. Second, crossing national lines can be interpreted as markets being homogenous domestically and segmented internationally. This also is not correct, because domestic or international markets are simply not homogenous. In fact, as stated in the Introduction, today there are more cultural pockets in markets that may be forming as segments. In other words, neither domestically nor internationally does one size simply fit all.

Keywords: International Market Segments; Cultural Pockets; Brand Communication; Unconventional Wisdom; Quanxi (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4614-5125-9_11

Ordering information: This item can be ordered from
http://www.springer.com/9781461451259

DOI: 10.1007/978-1-4614-5125-9_11

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().