IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v65y2012i11p1565-1575.html
   My bibliography  Save this article

Global marketing segmentation usefulness in the sportswear industry

Author

Listed:
  • Ko, Eunju
  • Taylor, Charles R.
  • Sung, Heewon
  • Lee, Jooyeon
  • Wagner, Udo
  • Navarro, David Martin-Consuegra
  • Wang, Fanghua

Abstract

Despite the increasing attention Global Marketing Strategy (GMS) is receiving in the academic literature, researchers have paid relatively little attention to whether markets can be segmented cross-nationally. Drawing on GMS theory, this study predicts the existence of stable cross-market segments in the sportswear industry. Surveying a cross-national group of consumers from Austria, China, South Korea, and the United States regarding their lifestyle preferences, the study collected data on demographics, evaluative attributes, and purchase patterns, garnering a total of 1031 usable questionnaires from the four nations. Results of a factor analysis identify eight lifestyle factors that can be used to help segment sportswear consumers. A follow-up cluster analysis indicates four psychographic segments cut across cultural boundaries: Fashion Leaders, Conspicuous Fashion Consumers, Sensational Seekers, and Sociable Followers. The study also investigates whether the four segments can be targeted separately and finds that they do, indeed, present different characteristics. The findings support the existence of similarities across the world fashion markets that allow the sportswear industry to target market segments based on the theoretical framework.

Suggested Citation

  • Ko, Eunju & Taylor, Charles R. & Sung, Heewon & Lee, Jooyeon & Wagner, Udo & Navarro, David Martin-Consuegra & Wang, Fanghua, 2012. "Global marketing segmentation usefulness in the sportswear industry," Journal of Business Research, Elsevier, vol. 65(11), pages 1565-1575.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1565-1575
    DOI: 10.1016/j.jbusres.2011.02.041
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000749
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 239-267, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kotler, Philip & Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2019. "Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions," International Business Review, Elsevier, vol. 28(3), pages 482-498.
    2. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    3. von Meyer-Höfer, Marie & Spiller, Achim, 2014. "“Sustainability” a semi-globalisable concept for international food marketing - Consumer expectations regarding sustainable food – An explorative survey in industrialised and emerging countries," GlobalFood Discussion Papers 182513, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    4. Rasoul Azadi & BAHRAM YOUSEFI & HOSSEIN EYDI, 2016. "The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 4(2), pages 19-32, May.
    5. Miao Miao, 2019. "The Current Research Issues of Retail Internationalization," International Business Research, Canadian Center of Science and Education, vol. 12(2), pages 1-14, February.
    6. Floh, Arne & Zauner, Alexander & Koller, Monika & Rusch, Thomas, 2014. "Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link," Journal of Business Research, Elsevier, vol. 67(5), pages 974-982.
    7. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    8. Payam Hanafizadeh & Parastou Hatami & Erik Bohlin, 2019. "Business models of Internet service providers," Netnomics, Springer, vol. 20(1), pages 55-99, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1565-1575. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Haili He). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.