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Applications of the behavioural homogeneity evaluation framework: The predictive ability of consumer involvement for international food market segmentation

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This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.

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Keywords: Consumer involvement; decision making; food market; international marketing; segmentation

Document Type: Research Article

Affiliations: 1: Aston Business School, Aston University, Birmingham, UK 2: University and College of Charleston, Charleston, South Carolina, USA

Publication date: 2006-12-01

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