Profiling peruvian consumers' lifestyles, market segmentation, and ethnocentrism

John E. Spillan, Orsay Kucukemiroglu, Cesar Antunez de Mayolo

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

Exploring consumer lifestyles and ethnocentrism is one way of investigating buyer behavior and market segmentation. This article studies consumer market segments existing among Peruvian consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through self-survey in two major cities located in Peru, South America. The results point out that there are nine style dimensions among Peruvian consumers that influence their ethnocentric tendencies. These findings have implications for marketers who currently operate in or are planning to enter the Peruvian market in the near future.

Original languageEnglish (US)
Pages (from-to)38-59
Number of pages22
JournalLatin American Business Review
Volume8
Issue number4
DOIs
StatePublished - Dec 1 2007

All Science Journal Classification (ASJC) codes

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

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