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.

Turkey
Cultural influences & values
Lifestyle, psychographic segmentation
Strategy

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...

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