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From 'gizmo geeks' to 'toy freaks'

Date of publication: June 15, 1998

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Dipen Mehta

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 Hofstede’s 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.

Dipen Mehta

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Mehta, D. (1998a, June 15). From 'gizmo geeks' to 'toy freaks'. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/a-game-changer-in-understanding-toy-purchasers