Home shopping channel customer segments: A cross-cultural perspective

This article describes a cross-cultural study of customer segments in the home shopping channel market. The data for this analysis come from 274 personal interviews conducted in the United States, the United Kingdom, and Mexico. The findings reveal shopper motivation segments that do not differ significantly by country, providing a basis for common marketing approaches across national boundaries. These motivations include interests in product value, merchandise variety, demonstrations, confidence in merchandise recommendations, the recreational or entertainment experience, enjoyment of conversations in the shows, the convenience of item ordering, and enjoyment of the personalities who host the programming.

[1]  Robert M. McDermott.  Computer-Aided Logic Design , 1985 .

[2]  Wayne S. DeSarbo,et al.  A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns , 1993 .

[3]  J. Sheth.  GLOBAL MARKETS OR GLOBAL COMPETITION , 1986 .

[4]  Mary Ann Eastlick.  Predictors of videotex adoption , 1993 .

[5]  S. Beatty,et al.  Personal values and gift-giving behaviors: A study across cultures , 1991 .

[6]  Jean C. Darian.  In-home shopping: Are there consumer segments? , 1987 .

[7]  William J. McDonald,et al.  Developing international direct marketing strategies with a consumer decision-making content analysis , 1994 .

[8]  Grant Mccracken.  Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods , 1986 .

[9]  I. Cunningham,et al.  A profile of direct marketing television shoppers , 1987 .

[10]  Chin Tiong Tan,et al.  Towards Some Standardized Cross-Cultural Consumption Values , 1988 .

[11]  Arnold Mitchell.  Nine American Lifestyles: Values and Societal Change. , 1984 .

[12]  Decision‐making patterns among international vacationers: A cross‐cultural perspective , 1987 .

[13]  Soyeon Shim,et al.  Consumer intention to utilize electronic shopping , 1990 .

[14]  P. Kotler.  GLOBAL STANDARDIZATION—COURTING DANGER , 1986 .

[15]  Salah S. Hassan,et al.  Identification of Global Consumer Segments , 1991 .

[16]  Jon M. Hawes,et al.  Retailing without stores: An examination of catalog shoppers , 1985 .

[17]  S. McIntyre,et al.  Developing Practical Procedures for the Measurement of Personal Values in Cross-Cultural Marketing , 1979 .

[18]  Naresh K. Malhotra,et al.  Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate , 1993 .

[19]  Jeanne L. Hafstrom,et al.  Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers , 1992 .

[20]  Linda S. Lotto.  Qualitative Data Analysis: A Sourcebook of New Methods , 1986 .

[21]  Steven Lysonski,et al.  Cross-Cultural Generalizability of a Scale for Profiling Consumers' Decision-Making Styles , 1993 .

[22]  Eli M. Noam,et al.  Broadcasting In Italy: An Overview , 1987 .

[23]  Sandra M. Huszagh.  Global marketing: an empirical investigation , 1986 .

[24]  Lynette S. Unger,et al.  EMERGING POSITIONING STRATEGIES IN GLOBAL MARKETING , 1987 .

[25]  Louis W. Stern,et al.  Development of a Content Analytic System for Analysis of Bargaining Communication in Marketing , 1978 .

[26]  Soyeon Shim,et al.  Electronic shoppers and nonshoppers among videotex users , 1991 .

[27]  S. C. Grunert,et al.  Consumer values in West Germany underlying dimensions and cross-cultural comparison with North America , 1990 .

[28]  R. Kreutzer.  Marketing‐Mix Standardisation: An Integrated Approach in Global Marketing , 1988 .

[29]  S. Jain,et al.  Standardization of International Marketing Strategy: Some Research Hypotheses , 1989 .

[30]  W. Kamakura,et al.  Value Segmentation: A Model for the Measurement of Values and Value Systems , 1991 .

[31]  T. Levitt.  THE GLOBALIZATION OF MARKETS , 1983 .

[32]  Kenneth C. Gehrt,et al.  An exploratory assessment of catalog shopping orientations: The Existence of Convenience and Recreational Segments , 1992 .

[33]  Jean J. Boddewyn,et al.  Comparative Marketing: The First Twenty five Years , 1981 .

[34]  S. Schwartz,et al.  Toward A Universal Psychological Structure of Human Values , 1987 .

[35]  Elizabeth C. Hirschman,et al.  American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior , 1981 .

[36]  J. Whitelock.  Global Marketing and the Case for International Product Standardisation , 1987 .

[37]  Renata Tesch,et al.  Qualitative research : analysis types and software tools , 1990 .

[38]  Y. Wind.  THE MYTH OF GLOBALIZATION , 1986 .

[39]  A. Coskun Samli,et al.  Developing global products and marketing strategies: A construct and a research agenda , 1991 .

[40]  William J. McDonald,et al.  The roles of demographics, purchase histories, and shopper decision-making styles in predicting consumer catalog loyalty , 1993 .

[41]  Devanathan Sudharshan,et al.  A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION , 1987 .

[42]  Günter L. Huber,et al.  Computer assistance for testing hypotheses about qualitative data: The software package AQUAD 3.0 , 1991 .