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...