A Cross-Cultural Benefit Segmentation Analysis to Evaluate the Traditional Assimilation Model
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Authors/collaborators |
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Title |
A Cross-Cultural Benefit Segmentation Analysis to Evaluate the Traditional Assimilation Model
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Abstract |
The authors found that differences and/or similarities within cultural groups suggest a basis for one's marketing and promotional efforts. Their key questions concern when does such groups warrant a distinct marketing strategy, and when can they be aggregated with other groups for the purpose of decision-making? The authors found that the answers rests, in part, with the degree of assimilation a given cultural group has undergone with respect to its surrounding environment. Their study tests a number of hypotheses based on the traditional assimilation model using French- and English-speaking Quebecers compared with English speakers in Ontario. They found that English Quebecers were found to be more like French Quebecers and less like the Ontario English in terms of benefit segments, psychographics, and shopping behavior, among others, with respect to a particular product.
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Publication |
International Journal of Research in Marketing
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Volume |
Vol. 2
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Issue |
no. 3
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Pages |
207-217
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Date |
1985
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Language |
en
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Citation |
Calantone, Roger, Michael Morris, and Jotindar Johar. “A Cross-Cultural Benefit Segmentation Analysis to Evaluate the Traditional Assimilation Model.” International Journal of Research in Marketing Vol. 2, no. 3 (1985): 207–217.
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