The principle of addressing markets in a differentiated fashion acquires outstanding importance in terms of global markets and individual expectations of utility. In this context, global consumer typologies are an effective instrument for identifying regional consumer clusters. The objective of the study is to examine whether the international online users are a homogeneous target group, or if it is possible to identify distinguishable and practice relevant segments. In an international online survey, constructs of the purchasing behaviour were obtained as well as different cluster analyses carried out. The results show that the internet users can be divided into three clusters.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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