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...
Segmenting food markets - the role of ethnocentrism and lifestyle in understanding purchasing intentions
Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision.
