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Informations
Publié par | universitat_bremen |
Publié le | 01 janvier 2007 |
Nombre de lectures | 26 |
Langue | English |
Poids de l'ouvrage | 2 Mo |
Extrait
Zentrales Prüfungsamt Postfach 330440, 28334 Bremen
Für Sozial- und Geisteswissenschaften Bibliothekstraße, 28359 Bremen
Promotionsausschuss Tel: 0421/218-2177 – Fax: 218-7518
Dr. rer. pol. eMail: cohlsen@uni-bremen.de
Gebäude GW 2, Raum B 2325
Sachbearbeitung: Carmen Ohlsen
Gesch.-Z.: 62-10
Fachbereich Wirtschaftswissenschaft
Methodological Options
in International Market Segmentation
Dissertation
zur Erlangung der Doktorwürde
durch den
Promotionsausschuss Dr. rer. pol.
der Universität Bremen
Vorgelegt von
Iryna Bastian
Bremen, den 1.11.2006
Erstgutachter: Prof. Dr. Erich Bauer
Zweitgutachter: Prof. Dr. Martin Missong Contents
Contents
List of Figures.......................................................................................................... V
List of Tables.........................................................................................................VII
List of Abbreviations............................................................................................... X
1 Introduction...................................................................................................... 1
1.1 Problematic Issues.................................................................................... 1
1.2 Research Objectives................................................................................. 3
1.3 Thesis Structure........................................................................................ 5
2 International Business and Market Segmentation ............................................ 8
2.1 Internationalization of Business – International Management –
International Marketing 8
2.2 Standardization and Differentiation in the Context of International
Marketing ........................................................................................................... 11
2.3 International Market Segmentation ........................................................ 18
2.3.1 Concept of Market Segmentation................................................... 18
2.3.1.1 Market Segmentation Analysis............................................... 21
2.3.1.2 entation Strategy 25
2.3.2 Segmenting International Markets.................................................. 27
2.3.2.1 Exclusively Country-Related Market Segmentation .............. 28
2.3.2.2 Country- and Consumer-Relatentation ........ 30
2.3.2.3 Exclusively Consumer-Related Market Segmentation........... 37
3 Steps and Methodologies of International Market Segmentation Analysis ... 39
3.1 Defining Relevant Market...................................................................... 40
3.2 Deciding on Segmentation Approach and Methodology ....................... 40
3.3 Procuring Data........................................................................................ 41
3.4 Selecting Basis and Descriptor Variables............................................... 48
3.4.1 Choice of Basis Variables .............................................................. 48
3.4.1.1 Study Goals............................................................................ 49
3.4.1.2 Quality of Basis Variables...................................................... 50
3.4.2 Choice of Descriptor Variables 53
3.5 Conducting Analysis.............................................................................. 54
3.5.1 Data Preparation............................................................................. 54
3.5.1.1 Preliminary Data Standardization........................................... 54
IContents
3.5.1.2 Data Preprocessing Using Factor Analysis ............................ 55
3.5.1.2.1 Constructing Correlation Matrix......................................... 56
3.5.1.2.2 Extracting Factors............................................................... 58
3.5.1.2.3 Rotating and Interpreting Factors ....................................... 65
3.5.1.2.4 Calculating Factor Values................................................... 67
3.5.2 Finding Cluster Solution................................................................. 68
3.5.2.1 Cluster Analysis...................................................................... 69
3.5.2.1.1 Proximity Measures............................................................ 70
3.5.2.1.2 Grouping Methods.............................................................. 76
3.5.2.1.2.1 Ward’s Method 77
3.5.2.1.2.2 K-means Method......................................................... 82
3.5.2.2 Self-Organizing Map 85
3.5.2.2.1 Biological Origin................................................................ 86
3.5.2.2.2 Theoretical Model............................................................... 89
3.5.2.2.3 Visualization of Results ...................................................... 99
3.5.2.2.4 Assessment of Topology-Preserving Map ........................ 102
3.5.3 Validation of Cluster Solution 104
3.5.3.1 Assessment of Cluster Solution’s Stability Using Results of
Several Clustering Methods ..................................................................... 104
3.5.3.2 Assessment of Homogeneity within Clusters Using F-Values...
.............................................................................................. 104
3.5.3.3 Assessment of Heterogeneity between Clusters Using t-Values 105
3.5.3.4 Assessmtween Clusters and of Cluster
Solution Reliability Using Discriminant Analysis ................................... 106
3.5.3.4.1 Derivation of Discriminant Functions............................... 106
3.5.3.4.2 Testing Performance of Discriminant Functions .............. 110
3.5.4 Description and Interpretation of Cluster Solution ...................... 114
4 International Market Segmentation Study.................................................... 116
4.1 Study Purpose and Design.................................................................... 116
4.2 Defining Relevant Market 116
4.2.1 Essence of Study Initiator’s Business........................................... 117
4.2.1.1 Portrayal of Beiersdorf ......................................................... 117
4.2.1.2 Portrayal of Umbrella Brand NIVEA................................... 119
IIContents
4.2.2 Skin and Body Care Product Categories ...................................... 120
4.2.3 Geographical and Temporal Market Boundaries ......................... 121
4.3 Deciding on Segmentation Approach and Methodology ..................... 123
4.4 Procuring Data...................................................................................... 123
4.4.1 Fieldwork Dates............................................................................ 124
4.4.2 Fieldwork Locations..................................................................... 125
4.4.3 Fieldwork Methodology, Sample Definition, and Questionnaire
Contents ...................................................................................................... 127
4.5 Selecting Basis and Descriptor Variables............................................. 130
4.6 Conducting Analysis............................................................................ 135
4.6.1 Additive Intranational Market Segmentation ............................... 135
4.6.1.1 Data Preparation Using Factor Analysis .............................. 135
4.6.1.2 Finding Cluster Solutions ..................................................... 138
4.6.1.2.1 Segmentation Approach Based on Ward’s Method.......... 138
4.6.1.2.2 Segmentation Approach Based on K-means Method ....... 140
4.6.1.2.3 Segmentation Approach Based on Self-Organizing Map. 142
4.6.1.3 Validation of Cluster Solutions ............................................ 145
4.6.1.4 Description and Interpretation of Cluster Solutions............. 148
4.6.1.5 Finding Transnational Segments .......................................... 149
4.6.1.5.1 Identification of Common Features .................................. 149
4.6.1.5.2 Examples of Regional/Country-Specific Peculiarities...... 173
4.6.1.5.2.1 Differences in Demographic Characteristics, Brand
Assessments, and Behavioral Characteristics................................... 173
4.6.1.5.2.2 Differences in Character/Structure of Cluster Solution...
................................................................................... 174
4.6.1.6 Assessment of Segmentation Approaches............................ 176
4.6.1.6.1 Application Convenience.................................................. 176
4.6.1.6.2 Structure, Meaningfulness and Coherency of Cluster
Solution ........................................................................................... 177
4.6.1.6.3 Basis for International Market Segmentation Strategies .. 178
4.6.2 Integral Market Segmentation ...................................................... 180
4.6.2.1 Data Preparation................................................................... 180
4.6.2.1.1 Defining Sample Size ....................................................... 180
4.6.2.1.2 Factor Analysis................................................................. 184
IIIContents
4.6.2.1.3 Data Unification...........................