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- W2020447622 abstract "This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. Copyright © 2003 Henry Stewart Publications." @default.
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- W2020447622 date "2003-03-01" @default.
- W2020447622 modified "2023-10-07" @default.
- W2020447622 title "Is ‘culture’ a justifiable variable for market segmentation? A cross-cultural example" @default.
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- W2020447622 doi "https://doi.org/10.1002/cb.106" @default.
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