Market segmentation by exploring buyer lifestyle dimensions and ethnocentrism among Vietnamese consumers: An empirical study

Orsay Kucukemiroglu, Talha Harcar, John E. Spillan

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This paper identifies consumer market segments existing among Vietnamese consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through personal interviews in two main cities in Vietnam, Ho-Chi Min City and Hanoi, which attract growing urban industrialization and population migration rapidly degrading places. Survey findings indicated that ten lifestyle dimensions among the Vietnamese consumers had an influence on their ethnocentric tendencies and buying behavior. The findings provide some implications to marketers who currently operate in or are planning to enter into the Vietnamese market in the near future.

Original languageEnglish (US)
Pages (from-to)55-76
Number of pages22
JournalJournal of Asia-Pacific Business
Volume7
Issue number4
DOIs
StatePublished - 2006

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting(all)

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