Grouping Euroconsumers: A Culture-Based Clustering Approach

Sudhir H. Kalé

103 citations0/0 files storedJournal of International Marketing

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Cultural Differences and Values Global and Cross-Cultural Management Consumer Behavior and Market Dynamics

Abstract

The move toward European integration entails significant adjustments in a firm's marketing strategy. Despite the dismantling of legislative barriers, cultural milieu of the various member nations will continue to be an obstacle toward true integration. This study clusters 17 European nations on Hofstede's (1980) cultural dimensions. Three distinct clusters emerge, each with its unique cultural composition. Scrutinizing the cultural make-up of each cluster offers the possibility of selecting an appropriate marketing mix across nations belonging to the same cluster.

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2025Advances in Consumer Research 1959The Silent Language 1983THE GLOBALIZATION OF MARKETS 1980Motivation, leadership, and organization: Do American theories apply abroad?1950Income, Saving and the Theory of Consumer Behavior.1974The Analysis of Subjective Culture.1953Culture: A Critical Review of Concepts and Definitions.1950Income, Saving, and the Theory of Consumer Behavior

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