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Market segmentation by using consumer lifestyle dimensions and ethnocentrism An empirical study

Market segmentation by using consumer lifestyle dimensions and ethnocentrism An empirical study Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocentrism. Data for the study were collected through personal interviews in Istanbul. Survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers which had an influence on their ethnocentric tendencies. Non‐ethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found. Consumers in the Liberals/trend setters customer market segment showed similar behavioral tendencies and purchasing patterns to consumers in western countries. The findings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Market segmentation by using consumer lifestyle dimensions and ethnocentrism An empirical study

European Journal of Marketing , Volume 33 (5/6): 18 – Jun 1, 1999

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References (58)

Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569910262053
Publisher site
See Article on Publisher Site

Abstract

Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocentrism. Data for the study were collected through personal interviews in Istanbul. Survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers which had an influence on their ethnocentric tendencies. Non‐ethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found. Consumers in the Liberals/trend setters customer market segment showed similar behavioral tendencies and purchasing patterns to consumers in western countries. The findings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future.

Journal

European Journal of MarketingEmerald Publishing

Published: Jun 1, 1999

Keywords: Consumer behaviour; Consumer marketing; Country of origin; Lifestyles; Market segmentation; Turkey

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