An exploratory study of consumer style: country differences and international segments

Abstract

An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi-country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

Consumer Response to Unethical Corporate Behavior: A Re-Examination and Extension of the Moral Decoupling Model

“…German and U.S. consumers differ with respect to ethical beliefs and attitudes (Auger et al 2007). Moreover, German consumers strongly focus on business performance (Witkowski and Wolfinbarger 2002), and have a particular desire to obtain products at lower prices as evidenced by higher levels of price mavenism (McCarty et al 2007). These characteristics imply that judgment of a firm's performance (i.e., the ability to offer decent quality at a low price) should be especially relevant to study participants.…”

‘If it makes you feel good it must be right’: Embodiment strategies for healthy eating and risk management

“…There are obvious cross‐cultural differences in the ways in which consumers relate to food consumption in general (e.g., McCarty et al ., ) and to risk handling in particular (Berg et al ., ; Halkier et al ., ), because both cultural and institutional factors play a key role. Hence, we will open the discussion with some reflections on the Danish context.…”

Relación entre materialismo y estilo de consumo: ¿comportamiento diferente

“…Gender is an important variable in order to understand consumer behavior , and so, it has been used as a moderating factor in the relation between materialism (antecedent construct) and consumer style -understood as brand importance, compulsive buying behavior and influence of others in the buying process (consequent constructs). Richins (2004) model was used to measure materialism, and consumer style was measured by the McCarty et al (2007) study. A descriptive and quantitative investigation was made with 390 Brazilian consumers where model adjustment, through confirmatory factorial analysis, was satisfactory.…”

“…El género es una variable importante para la comprensión del consumidor y, por lo tanto, ha sido utilizado como un factor moderador en la relación entre materialismo (constructo antecedente) y estilo de consumo -entendido como importancia atribuida a la marca, comportamiento de compra compulsivo e influencia de otros en el proceso de compra (constructos consecuentes). El modelo utilizado para medir el materialismo fue el de Richins (2004) y para medir el estilo de consumo se utilizó el estudio de McCarty et al (2007). Se realizó una investigación descriptiva y cuantitativa con 390 consumidores brasileños y el ajuste del modelo, por medio de análisis factorial confirmatorio, fue satisfactorio.…”

“…Frente a esta realidade, este estudo busca compreender melhor a relação entre materialismo e estilo de consumo, buscando comprovar que o primeiro é um significativo antecedente do segundo. O modelo utilizado para mensurar o materialismo foi o de Richins (2004) e para medir o estilo de consumo utilizou-se o estudo de McCarty et al (2007). Desta forma, o tema deste estudo é o materialismo e o estilo de consumo.…”