A Convenience‐oriented Approach to Country Segmentation

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Abstract
Suggests that traditional approaches to the segmentation of international markets cluster countries according to discrete environmental macro factors. Instead, international markets need to be viewed on a continuum rather than as being entirely similar or dissimilar. Posits that the level of convenience demanded in products and services by consumers worldwide represents such a continuum. A cross‐cultural measure of convenience orientation can be adequately expressed in terms of two human dimensions: a time‐saving orientation and a comfort orientation. When used in conjunction with economic measures of affluence, a convenience orientation can serve as an effective international market segmentation variable. A convenience‐oriented framework is developed to help marketers identify global marketing opportunities and design appropriate strategies to reach consumers at various points on the convenience continuum.

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