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Global marketing segmentation usefulness in the sportswear industry


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


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

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    References listed on IDEAS

    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.
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    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.


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