To read the full version of this content please select one of the options below:

Market segmentation by using consumer lifestyle dimensions and ethnocentrism: An empirical study

Orsay Kucukemiroglu (College of Business Administration, Pennsylvania State University, York, Pennsylvania, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1999

Downloads
13171

Abstract

Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocentrism. Data for the study were collected through personal interviews in Istanbul. Survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers which had an influence on their ethnocentric tendencies. Non‐ethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found. Consumers in the Liberals/trend setters customer market segment showed similar behavioral tendencies and purchasing patterns to consumers in western countries. The findings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future.

Keywords

Citation

Kucukemiroglu, O. (1999), "Market segmentation by using consumer lifestyle dimensions and ethnocentrism: An empirical study", European Journal of Marketing, Vol. 33 No. 5/6, pp. 470-487. https://doi.org/10.1108/03090569910262053

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited