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.
Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Dipen Mehta, Daksha Desai
October 28, 2001
- This could also be of interest