Using product and retail choice attributes for cross‐national segmentation

Purpose – This study aims to use product attributes and retail display information to develop cross‐national segments.Design/methodology/approach – The study uses consumers' choice in wine stores to develop segments of consumers, based on the relative importance of 13 factors consumers use for the retail purchase of wine. Data are collected from 11 countries, using seven languages on five continents. Best worst scaling (BWS) and latent class analysis were used to develop the clusters.Findings – A three‐cluster structure provides a straightforward and robust segmentation across the 11 countries. This model fits better than one based on 11 single country segments. The three segments reveal different ways in which consumers choose wines: cognitive‐based, assurance‐based, and in‐store promotion‐based.Research limitations/implications – The samples are convenience‐based and do not represent the population of wine drinkers in each country. Choice criteria, including retail communications, can be used to develop...

[1]  Wayne D. Hoyer.  An Examination of Consumer Decision Making for a Common Repeat Purchase Product , 1984 .

[2]  Deborah Roedder John,et al.  Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking , 2007 .

[3]  J. Louviere,et al.  Determining the Appropriate Response to Evidence of Public Concern: The Case of Food Safety , 1992 .

[4]  L. Lockshin,et al.  Using Means-End Chains for Analysing Occasions - Not Buyers , 2000 .

[5]  A. Rangaswamy,et al.  Consumer Choice Behavior in Online and Traditional Supermarkets: The Effects of Brand Name, Price, , 2000 .

[6]  M. F. Luce,et al.  Constructive Consumer Choice Processes , 1998 .

[7]  Robert L. Gluckman.  A Consumer Approach to Branded Wines , 1986 .

[8]  Ulrich R. Orth,et al.  Holistic Package Design and Consumer Brand Impressions , 2008 .

[9]  M. Wedel,et al.  Market Segmentation: Conceptual and Methodological Foundations , 1997 .

[10]  Cross Cultural Comparison of Consumer Information Processing Styles , 2000 .

[11]  Dimitris Skuras,et al.  Consumers’ willingness to pay for origin labelled wine , 2002 .

[12]  D. Paulhus.  Measurement and control of response bias. , 1991 .

[13]  Andrew Ehrenberg,et al.  Empirical Generalisations, Theory, and Method , 1995 .

[14]  Venkatesh,et al.  A Longitudinal Field Investigation of Gender Differences in Individual Technology Adoption Decision-Making Processes. , 2000, Organizational behavior and human decision processes.

[15]  Stuart Landon,et al.  The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine , 1997 .

[16]  Jordan J. Louviere,et al.  Measuring values using best‐worst scaling: The LOV example , 2007 .

[17]  J. Steenkamp,et al.  Assessing Measurement Invariance in Cross-National Consumer Research , 1998 .

[18]  David Ansic,et al.  Gender differences in risk behaviour in financial decision-making: An experimental analysis. , 1997 .

[19]  J. Louviere,et al.  A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best-worst scaling , 2008 .

[20]  Vincent‐Wayne Mitchell,et al.  Consumer Risk Perception in the UK Wine Market , 1988 .

[21]  Larry Lockshin,et al.  Using product, brand and purchasing involvement for retail segmentation , 1997 .

[22]  Larry Lockshin,et al.  Global vs international involvement‐based segmentation , 2002 .

[23]  Caroline Keown,et al.  Purchasing behaviour in the Northern Ireland wine market , 1995 .

[24]  Ugur Yavas,et al.  Global Consumer Segmentation versus Local Market Orientation: Empirical Findings , 1992 .

[25]  Peter Batt,et al.  Factors influencing the consumer's decision. , 2000 .

[26]  E. Oczkowski.  Hedonic Wine Price Functions and Measurement Error , 2000 .

[27]  Michael Visser,et al.  Estimation of a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter? , 1997 .

[28]  M. Visser,et al.  Estimation of a hedonic price equation for Burgundy wine , 2000 .

[29]  J. Steenkamp,et al.  International market segmentation: issues and perspectives , 2002 .

[30]  Eli Cohen,et al.  Applying best‐worst scaling to wine marketing , 2009 .

[31]  Larry Lockshin,et al.  The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise , 2006 .

[32]  Isabella Chaney.  External Search Effort for Wine , 2000 .

[33]  Lucie Sirieix,et al.  Means-End Chain Analyses of Fish Consumption in Denmark and France: A Multidimensional Perspective , 2000 .

[34]  D. Hensher,et al.  Stated Choice Methods: Analysis and Applications , 2000 .

[35]  Leonard M. Lodish,et al.  Comparing Dynamic Consumer Choice in Real and Computer-simulated Environments , 1992 .

[36]  Jacqueline J. Kacen,et al.  The Relationship Between Independent and Interdependent Self-Concepts and Reasons for Purchase , 2000 .

[37]  Larry Lockshin,et al.  Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice , 2006 .

[38]  Laura Salciuviene,et al.  An assessment of various approaches for cross-cultural consumer research , 2005 .

[39]  D. Alden,et al.  Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers , 2008 .

[40]  Riccardo Scarpa,et al.  Valuing animal genetic resources: a choice modeling application to indigenous cattle in Kenya , 2007, Agricultural Economics.

[41]  Larry Lockshin,et al.  The nature and roles of a wine brand. , 2000 .

[42]  Jordan J. Louviere,et al.  Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries , 2007 .

[43]  Keith E. Thompson,et al.  Social and Attitudinal Influences on the Intention to Drink Wine , 1995 .

[44]  J. Swait.  A structural equation model of latent segmentation and product choice for cross-sectional revealed preference choice data☆ , 1994 .