Transnational Consumer Cultures and Social Milieus

Carsten Ascheberg and Jorg Uelzhoffer

Using the emergence of postmodern consumer cultures as an example, the paper presents a socio-aesthetic market segmentation model that allows the identification of transnational consumer cultures (Social Milieus) without losing sight of national or regional peculiarities.
  

Transnational consumer cultures and social milieus

Jrg UeltzhfferandCarsten Ascheberg, SIGMA - Sozialwissenschaftliches Institut fr Gegenwartsfragen

INTRODUCTION

It is a truism of market research - and this is nothing new - that the socio-cultural identity of the consumer is carrying more and more weight in the selection of brands, products or services. This rule applies particularly to mature consumer societies but is also increasingly valid for evolving consumer goods markets all over the world. As such, it is merely a further truism to say that in highly competitive markets target group marketing supplies that very...

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