Cosmopolitan consumers as a target group for segmentation
For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers’ degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive consumers’ tastes and preferences. To advance research on this segmentation base, this article offers a conceptualization of the consumer cosmopolitanism construct by: (1) delineating its conceptual domain; (2) highlighting its key dimensions, namely open-mindedness, diversity appreciation, and consumption transcending borders; and (3) examining its links with theoretically relevant variables, specifically consumer ethnocentrism and global consumption orientation. Based on the aforementioned conceptualization, a consumer-research-specific and psychometrically sound measurement instrument – the C-COSMO scale – is subsequently developed and tested in a series of complementary studies. Finally, empirically based insights into the characteristics of cosmopolitan consumers are offered, by: (1) profiling them on consumption-relevant variables (innovativeness, risk aversion, susceptibility to normative influence, consumer ethnocentrism, and demographic characteristics); (2) examining the link between consumer cosmopolitanism and willingness to buy foreign products; and (3) developing an empirically based typology of cosmopolitan/local consumers using a cluster analysis approach. From a managerial perspective, findings suggest that the identification and subsequent targeting of cosmopolitan consumers may well represent an appropriate strategy for internationally active companies.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 43 (2012)
Issue (Month): 3 (April)
|Contact details of provider:|| Web page: http://www.palgrave-journals.com/|
|Order Information:|| Postal: Palgrave Macmillan Journals, Subscription Department, Houndmills, Basingstoke, Hampshire RG21 6XS, UK|
Web: http://www.palgrave-journals.com/pal/subscribe/index.html Email:
When requesting a correction, please mention this item's handle: RePEc:pal:jintbs:v:43:y:2012:i:3:p:285-305. 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: (Daniel Foley)
If references are entirely missing, you can add them using this form.