Global vs international involvement-based segmentation: a cross-national exploratory study

Abstract

Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the most attractive ones. Using involvement as a segmenting variable, several clusters were found, some warranting the global approach and others more suited for the nationally focused one. Based on the description of each segment, various strategic options appear to be open to retail marketers.