From 'Gizmo Geeks' To 'Toy Freaks'. A Cross-Cultural Look at Segmentation

Dipen Mehta

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level.

From 'Gizmo Geeks' to 'Toy Freaks' A Cross-Cultural Look at Segmentation

Dipen Mehta, Research Manager (Qualitative) at AMER World Research, United Arab Emirates.

BACKGROUND

With technology invading the far corners of the earth and increasing concern at expanding the user base, marketers often face clich-ridden problems - global vs. local, and a broad-based approach vs. niche marketing. As more evolved markets become saturated and growth slows, the most logical route would be to look into what are termed as emerging or hot markets to sustain growth objectives.

Large population figures, coupled with high incomes and low penetration...

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