Profiling Media Users: An Operational Instrument for the Measurement of Cultural Values in a Wide Variety of Cultures
Kristian Arnaa & Rolf Randrup Gallup A/S, Denmark. andSuzanne C. Beckmann & Flemming Hansen The Copenhagen Business School, Denmark.
BACKGROUND
Many authors have documented that traditional, socio-demographic variables add little to the explanation of consumer behaviour and are thus often useless for market segmentation purposes. Consumer behaviour is becoming more and more homogeneous, regardless of sex, age, income, political orientation, etc. Still, the variability in consumer behaviour in terms of brand choice,...