How American fragrance brands can effectively address multi-cultural differences
Frédéric MiedzinskiEuroNet, France
Alan AppelbaumMarket Probe International, United States
THE UNITED STATES AND FRANCE NO LONGER SHARE THE SAME VALUES
A major international online survey was conducted among residents of 17 countries. Based on sociological values and basic attitudes they generate towards brands, one can group these 17 countries we surveyed into five homogeneous cultural areas.1)
1. Anglo-Saxon Countries (USA and UK) (N=3,332).
Consumers in these two countries share the values of achievement (masculine value) and individualism. The basic expectation they have towards brands...