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Improving multicultural marketing: Between-group and within-group segmentation approaches
Journal of Brand Strategy,
3
(3),
278-289
(2014)
Abstract
This paper reviews the evolution of segmentation approaches used in multicultural marketing. The benefits and limitations of the standard between-group segmentation (BGS) approach are presented as a basis to discuss advancements on the BGS approach. The paper suggests that the within-group segmentation (WGS) approach provides an important alternative to the BGS approach. Two different examples of a WGS approach are presented. The paper suggests that the true variable of interest in multicultural marketing is ethnicity. Reasons for focusing on ethnicity and its definition are presented and tested using a more complex statistical methodology for a WGS approach. The paper concludes with a summary of the relationships between the approaches.
Keywords: multicultural marketing; segmentation; Hispanic ethnicity; Hispanic consumer behaviour
The full article is available to subscribers to the journal.
Author's Biography
Ricardo Villarreal is associate professor of marketing at the University of San Francisco. He received his PhD in advertising from the University of Texas at Austin. Dr Villarreal’s research focuses on within-group segmentation, applying his theory to understand US Hispanic consumer behaviour as it relates to branding and media consumption. His publications have appeared in the Journal of Advertising Research, Journal of Marketing Theory and Practice, Applied Psychological Measurement and Journal of Brand Strategy.
