Consumer Cosmopolitanism in the Age of Globalization

CHAPTER 6

Segmentation Strategies for Cosmopolitan Consumers

Petra Riefler

University of Vienna, Austria

Introduction

Successful marketing largely depends on matching product attributes to customer attitudes, values, and lifestyles. Against this background, companies constantly seek to identify potentially attractive customer segments which they may target with their products and services. Cosmopolitan consumers have only recently been identified as such a segment in international consumer markets. Conceptually, cosmopolitan consumers are seen as an interesting segment since they are expected to express their lifestyle of being open-minded and variety-seeking in their consumption patterns. Empirically, first research findings reveal that these ...