Cross‐national segmentation
Tóm tắt
The aim of this paper is to propose an approach to international market segmentation that identifies meaningful cross‐national consumer segments, which focuses on airline passengers in the NAFTA market.
A conjoint analysis is used to evaluate consumers' preferences for six flight attributes: price, in‐flight service, number of stops before destination, on‐time performance, frequent flyer programme, and country of airline. A cluster analysis based on the relative importance scores of each of the six flights attributes then identifies five segments that prioritize similar product attributes within each country.
A representative sample of 4,787 airline passengers from the three countries reveal that price is the most important attribute for consumers from the USA and Canada, while on‐time performance is the most important attribute for Mexican consumers. A cluster analysis identifies five segments that prioritize similar product attributes within each country. It is also found that there are five cross‐national consumer segments in the NAFTA market that are homogeneous in terms of consumer preferences but heterogeneous in terms of relative group size and demographic variables.
The study is based on a purposive sample, which limits the ability to generalize to the whole population with any known degree of precision.
The research produces practical operational information on each segment that is translatable into strategy, specifically in terms of positioning, promotion, and targeting of the airline service.
The paper sheds light on the nature of cross‐national segmentation in the NAFTA air passengers market and the resulting cross‐national segmentation will be highly relevant for international marketing management.
Từ khóa
Tài liệu tham khảo
Al‐Sulaiti, K.I. and Baker, M.J. (1998), “Country of origin effects: a literature review”, Marketing Intelligence & Planning, Vol. 16 No. 3, pp. 150‐99.
Beane, T.P. and Ennis, D.M. (1987), “Market segmentation: a review”, European Journal of Marketing, Vol. 21 No. 5, pp. 25‐42.
Bijmolt, T.H.A., Paas, L.J. and Vermunt, J. (2004), “Country and consumer segmentation: multi‐level latent class analysis of financial product ownership”, International Journal of Research in Marketing, Vol. 21 No. 4, pp. 323‐40.
Bilkey, W.J. and Nes, E. (1982), “Country of origin effects on product evaluations”, Journal of International Business Studies, Vol. 13 No. 1, pp. 89‐99.
Bolton, R.N. and Myers, M.B. (2003), “Price‐based global market segmentation for services”, Journal of Marketing, Vol. 67 No. 3, pp. 108‐28.
Boote, A.S. (1983), “Psychographic segmentation in Europe: a case for standardized international advertising”, Journal of Advertising Research, Vol. 22 No. 6, pp. 19‐25.
Bruning, E.R. (1997), “Country of origin, national loyalty and product choice”, International Marketing Review, Vol. 14 No. 1, pp. 59‐74.
Bruning, E.R. and Hu, M.Y. (1984), “Misperceptions of airline services and the degree of prior experience”, Logistic and Transportation Review, Vol. 20 No. 3, pp. 213‐22.
Cattin, P. and Wittink, D.R. (1982), “Commercial use of conjoint analysis: a survey”, Journal of Marketing, Vol. 46 No. 3, pp. 44‐53.
Crawford, J.C., Garland, B. and Ganesh, G. (1988), “Identifying the global pro‐trade consumer”, International Marketing Review, Vol. 5 No. 4, pp. 25‐33.
Cunningham, L.F., Young, C.E. and Lee, M. (2004), “Perceptions of airline service quality pre‐ and post‐9/11”, Public Work Management, Vol. 9 No. 1, pp. 10‐25.
Dawar, N. and Parker, P. (1994), “Consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality”, Journal of Marketing, Vol. 58 No. 2, pp. 81‐95.
Dickson, P. and Ginter, J.L. (1987), “Market segmentation, product differentiation, and marketing strategy”, Journal of Marketing, Vol. 51 No. 2, pp. 1‐10.
Green, P.E. and Krieger, A.M. (1991), “Segmenting markets with conjoint analysis”, Journal of Marketing, Vol. 55 No. 4, pp. 20‐31.
Green, P.E. and Rao, V.R. (1971), “Conjoint measurement for quantifying judgment data”, Journal of Marketing Research, Vol. 8 No. 3, pp. 355‐63.
Green, P.E. and Srinivasan, V. (1978), “Conjoint analysis in consumer research: issues and outlook”, Journal of Consumer Research, Vol. 5 No. 2, pp. 103‐23.
Green, P.E. and Wind, Y. (1975), “New ways to measure consumers' judgments”, Harvard Business Review, Vol. 53, July‐August, pp. 107‐17.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2005), Multivariate Data Analysis, Pearson Prentice‐Hall, Englewood Cliffs, NJ.
Hassan, S.S. and Blackwell, R. (1994), Global Marketing: Perspectives and Cases, The Dryden Press, Fort Worth, TX.
Hassan, S.S. and Craft, S.H. (2005), “Linking global marketing segmentation decisions with strategic positioning options”, Journal of Consumer Marketing, Vol. 22 No. 2, pp. 81‐9.
Hassan, S.S. and Katsanis, P. (1991), “Identification of global consumer segments: a behavior framework”, Journal of International Consumer Marketing, Vol. 3 No. 2, pp. 11‐28.
Hassan, S.S., Craft, S. and Kortam, W. (2003), “Understanding the new bases for global market segmentation”, Journal of Consumer Marketing, Vol. 20 No. 5, pp. 446‐62.
Helsen, K., Jedidi, K. and Desarbo, W.S. (1993), “A new approach to country segmentation utilizing multinational diffusion patterns”, Journal of Marketing, Vol. 57 No. 4, pp. 1‐17.
Hofstede, F., Steenkamp, J.E.M. and Wedel, M. (1999), “International market segmentation based on consumer‐product relations”, Journal of Marketing Research, Vol. 36 No. 1, pp. 1‐17.
Jeannet, J.P. and Hennessey, H.D. (1998), Global Marketing Strategies, Houghton Mifflin, Boston, MA.
Kale, S.H. (1995), “Grouping euro‐consumers: a culture‐based clustering approach”, Journal of International Marketing, Vol. 3 No. 3, pp. 35‐48.
Kale, S.H. and Sudharshan, D. (1987), “A strategic approach to international segmentation”, International Marketing Review, Vol. 4 No. 2, pp. 60‐70.
Keen, C., Wetzels, M., de Ruyter, K. and Feinberg, R. (2004), “E‐tailers versus retailers: which factors determine consumer preferences?”, Journal of Business Research, Vol. 57 No. 7, pp. 685‐96.
Kotler, P. (1986), “Global standardization – courting danger”, Journal of Consumer Marketing, Vol. 3 No. 2, pp. 13‐15.
Mayer, C. and Sinai, T. (2003), “Network effects, congestion externalities, and air traffic delays: or why not all delays are evil?”, American Economic Review, Vol. 93 No. 4, pp. 1194‐215.
Moore, W. and Semenik, R.J. (1988), “Measuring preferences with hybrid conjoint analysis: the impact of a different number of attributes in the master design”, Journal of Business Research, Vol. 16 No. 3, pp. 261‐74.
Moskowitz, H.R. and Rabino, S. (1994), “Sensory segmentation: an organizing principle for international product concept generation”, Journal of Global Marketing, Vol. 8 No. 1, pp. 73‐93.
Nachum, L. (1994), “The choice of variables for segmentation of the international market”, International Marketing Review, Vol. 11 No. 3, pp. 54‐67.
Rhoades, D.L. and Waguespack, B.P. (2004), “Service and safety quality in US airlines: pre‐ and post‐September 11th”, Journal of Managing Service Quality, Vol. 14 No. 4, pp. 307‐16.
Souiden, N. (2002), “Segmenting the Arab markets on the basis of marketing stimuli”, International Marketing Review, Vol. 19 No. 6, pp. 611‐36.
Steenkamp, J.E.M. and Hofstede, F. (2002), “International market segmentation: issues and perspectives”, International Journal of Research in Marketing, Vol. 19 No. 3, pp. 185‐213.
Suzuki, Y. (2000), “The relationship between on‐time performance and airline market share: a new approach”, Transportation Research, Vol. 36 No. 2, pp. 139‐55.
Tynan, A.C. and Drayton, J. (1987), “Market segmentation”, Journal of Marketing Management, Vol. 2 No. 3, pp. 301‐35.
Wedel, M. and Kamakura, W.A. (1998), Market Segmentation: Conceptual and Methological Foundations, Kluwer Academic Publishing, Norwall, MA.
Wind, Y. (1978), “Issues and advances in segmentation research”, Journal of Marketing Research, Vol. 15 No. 3, pp. 317‐37.