Cosmopolitan consumers as a target group for segmentation
For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers' degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive co...
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2012
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rr-article-94972072012-01-01T00:00:00Z Cosmopolitan consumers as a target group for segmentation Petra Riefler (7197383) Adamantios Diamantopoulos (1251660) Judy A. Siguaw (7197389) Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers' degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive consumers' tastes and preferences. To advance research on this segmentation base, this article offers a conceptualization of the consumer cosmopolitanism construct by: (1) delineating its conceptual domain; (2) highlighting its key dimensions, namely open-mindedness, diversity appreciation, and consumption transcending borders; and (3) examining its links with theoretically relevant variables, specifically consumer ethnocentrism and global consumption orientation. Based on the aforementioned conceptualization, a consumer-research-specific and psychometrically sound measurement instrument - the C-COSMO scale - is subsequently developed and tested in a series of complementary studies. Finally, empirically based insights into the characteristics of cosmopolitan consumers are offered, by: (1) profiling them on consumption-relevant variables (innovativeness, risk aversion, susceptibility to normative influence, consumer ethnocentrism, and demographic characteristics); (2) examining the link between consumer cosmopolitanism and willingness to buy foreign products; and (3) developing an empirically based typology of cosmopolitan/local consumers using a cluster analysis approach. From a managerial perspective, findings suggest that the identification and subsequent targeting of cosmopolitan consumers may well represent an appropriate strategy for internationally active companies. © 2012 Academy of International Business 2012-01-01T00:00:00Z Text Journal contribution 2134/16007 https://figshare.com/articles/journal_contribution/Cosmopolitan_consumers_as_a_target_group_for_segmentation/9497207 CC BY-NC-ND 4.0 |
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Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified |
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Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified Petra Riefler Adamantios Diamantopoulos Judy A. Siguaw Cosmopolitan consumers as a target group for segmentation |
| description |
For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers' degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive consumers' tastes and preferences. To advance research on this segmentation base, this article offers a conceptualization of the consumer cosmopolitanism construct by: (1) delineating its conceptual domain; (2) highlighting its key dimensions, namely open-mindedness, diversity appreciation, and consumption transcending borders; and (3) examining its links with theoretically relevant variables, specifically consumer ethnocentrism and global consumption orientation. Based on the aforementioned conceptualization, a consumer-research-specific and psychometrically sound measurement instrument - the C-COSMO scale - is subsequently developed and tested in a series of complementary studies. Finally, empirically based insights into the characteristics of cosmopolitan consumers are offered, by: (1) profiling them on consumption-relevant variables (innovativeness, risk aversion, susceptibility to normative influence, consumer ethnocentrism, and demographic characteristics); (2) examining the link between consumer cosmopolitanism and willingness to buy foreign products; and (3) developing an empirically based typology of cosmopolitan/local consumers using a cluster analysis approach. From a managerial perspective, findings suggest that the identification and subsequent targeting of cosmopolitan consumers may well represent an appropriate strategy for internationally active companies. © 2012 Academy of International Business |
| format |
Default Article |
| author |
Petra Riefler Adamantios Diamantopoulos Judy A. Siguaw |
| author_facet |
Petra Riefler Adamantios Diamantopoulos Judy A. Siguaw |
| author_sort |
Petra Riefler (7197383) |
| title |
Cosmopolitan consumers as a target group for segmentation |
| title_short |
Cosmopolitan consumers as a target group for segmentation |
| title_full |
Cosmopolitan consumers as a target group for segmentation |
| title_fullStr |
Cosmopolitan consumers as a target group for segmentation |
| title_full_unstemmed |
Cosmopolitan consumers as a target group for segmentation |
| title_sort |
cosmopolitan consumers as a target group for segmentation |
| publishDate |
2012 |
| url |
https://hdl.handle.net/2134/16007 |
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1797738047665602560 |