Abstract:
This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstedeâs cultural dimensions to understand consumer mindsets and attitudes towards technology. This would help marketers communicate and position their products to appeal to a wide variety of consumers with different levels of technological evolution.
Research Papers
Shifting sands and winning brands
Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Dipen Mehta, Ken McDermott
 
November 10, 2002
Research Papers
Ya Sheikh, let me sell you a camel
Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Dipen Mehta, Daksha Desai
 
October 28, 2001
