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An examination of consumer profiles across brands in emerging markets

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearchpeer-review

  • Oanh Truong, University of South Australia, Australia
  • Margaret Faulkner, University of South Australia, Australia
  • Simone Mueller Loose, Denmark
There is generalised evidence that consumer profiles seldom differ between brands across many product categories in developed markets. However, market segmentation based on consumer characteristics continues to be a common marketing tactic, especially in international marketing context. This study examines consumer profiles in emerging markets to see if any difference
exists. We examined 190 brands in nine different emerging markets across two product categories: hair care and whisky. In general, our findings are in-line with earlier empirical results – consumer profiles seldom differ in emerging markets. Deviations are found across whisky brands, which are related to brand distribution and affordability. These potentially constitute boundary conditions for the discovered empirical generalisations. The key implication for marketing practitioners is that market segmentation using consumer characteristics will unnecessarily limit the vast potential emerging markets offer.
Original languageEnglish
Title of host publicationProceedings of the Australian and New Zealand Marketing Academy
Number of pages7
Place of publicationAdelaide
Publication year2012
Publication statusPublished - 2012
EventANZMAC 2012 Conference, - Adelaide, Australia
Duration: 3 Dec 20125 Dec 2012


ConferenceANZMAC 2012 Conference,

    Research areas

  • consumer profiles, emerging markets, empirical generalisations

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