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Do Emerging Markets Consumers Interact Equally, Similarly Or Completely Different With Companies? : A Finite Mixture Segmentation In The Financial Services Sector

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abstract The increasing attractiveness of emerging markets (EMs), along with the progressing
internationalization raises the question of whether setting up a unified marketing
strategy for EMs and high income countries (HICs) or not. No studies exist that
entail a focus on EMs. In this paper, we establish the requirements for international
segmentation that includes EMs and test our approach numerically by finite mixture
model with data on global consumer multichannel (search and purchase) behavior
(n=20’732). In doing so, we further enhance existing latent class models by combining
information on consumer channel usage patterns with covariates on consumer and
on country level.
   
type conference paper (Deutsch)
   
keywords International segmentation, emerging markets, finite mixture model, consumer
channel behavior
   
name of conference 41st Annual Conference EMAC European Marketing Academy 2012 (Lisbon 2012)
date of conference 22-5-2012
title of proceedings Marketing to Citizens: Going beyond Customers and Consumers
page(s) 8
volume / edition 1. Auflage 2012
publisher EMAC (BrĂ¼ssel)
ISBN 978-989-732-004-0
review double-blind review
   
citation Schlager, T., & Maas, P. (2012). Do Emerging Markets Consumers Interact Equally, Similarly Or Completely Different With Companies?: A Finite Mixture Segmentation In The Financial Services Sector. In Marketing to Citizens: Going beyond Customers and Consumers, 1. Auflage 2012, pp.8. BrĂ¼ssel: EMAC. - ISBN 978-989-732-004-0.