Segmenting food markets - the role of ethnocentrism and lifestyle in understanding purchasing intentions

Bahtisen Kavak and Lale Gumusluoglu

Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision.
  

Segmenting food markets – The role of ethnocentrism and lifestyle in understanding purchasing intentions

Bahtişen KavakHacettepe University

Lale GumusluogluBilkent University

INTRODUCTION

The present study investigates whether lifestyle and ethnocentrism are valid indicators in segmenting markets for specificdomestic and foreign products. Market segmentation refers to dividing the markets into submarkets with similar characteristics. For domestic products, the demographic characteristics of the consumers (age, gender, income level, occupation, etc.) are typically enough to segment the market. However, when international players enter a new national market, effective segmentation requires that they recognise some new parameters: the consumers'...

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