A Convenience‐oriented Approach to Country Segmentation: Implications for Global Marketing Strategies

Suggests that traditional approaches to the segmentation of international markets cluster countries according to discrete environmental macro factors. Instead, international markets need to be viewed on a continuum rather than as being entirely similar or dissimilar. Posits that the level of convenience demanded in products and services by consumers worldwide represents such a continuum. A cross‐cultural measure of convenience orientation can be adequately expressed in terms of two human dimensions: a time‐saving orientation and a comfort orientation. When used in conjunction with economic measures of affluence, a convenience orientation can serve as an effective international market segmentation variable. A convenience‐oriented framework is developed to help marketers identify global marketing opportunities and design appropriate strategies to reach consumers at various points on the convenience continuum.