Laura Villalpando

Fitting International Segmentation for Emerging Markets:

Conceptual Development and Empirical Illustration
to elaborate on the requirements of an international segmentation that includes EMs, such as
microlevel analyses and the inclusion of institutional effects. The authors numerically illustrate the
established requirements by applying a multilevel finite mixture modeling of global consumer multichannel
(search and purchase) behavior. Doing so provides an initial large-scale analysis that compares consumers
from EMs and high-income countries. The findings broadly support the suggested requirements, contributing
to the international segmentation and EM literature.
Practitioners can apply the insights of this investigation to establish an international marketing strategy. The
key recommendation proposes that a case-by-case analysis of EMs is necessary and that solely considering
EMs derives incorrect conclusions about international segmentation
The field of international segmentation is dedicated to revealing similarities and dissimilarities among
consumers from different countries. Studies have confirmed heterogeneity among consumers from different
countries (Deshpandé and Farley 2004; Johnson and Tellis 2008; Zhou,
Su, and Bao 2002). However, an emerging body of literatura argues for homogeneity among specific
consumer groups across countries (De Mooij and De Mooij 2010; Hassan and Katsanis 1994; Lemmens,
Croux, and Dekimpe 2007; Stremersch and Tellis 2004; Ter Hofstede, Wedel, and Steenkamp 2002) and has
extended the discussion to include EMs because of their difference from HICs in their level of heterogeneity,
This notion, along with the absence of studies on EMs,
raises crucial questions. First, do consumers from EMs differ from those in HICs? If so, what provokes these
dissimilarities?
These questions ultimately challenge the idea of cross-country segments. Second, how should segmentation
approaches be arranged to unmask heterogeneity and, thus, the true underlying international segments?
Literature addressing these questions is lacking, however, sparking calls for further research on EMs and
international segmentation from both scholars (Burgess and Steenkamp Research has even tagged
opportunities regarding EMs as “paramount” (Several empirical studies have tested and further advanced
these conceptualizations, predominantly related to the level of aggregation. In applying means–end chain
theory on consumer product relationships, Ter Hofstede, Steenkamp, and Wedel (1999) find four cross-
national segments. Their model acknowledges that between- and within-country heterogeneity are critical to
deriving cross-border segments. In a follow- up study, Ter Hofstede, Wedel, and Steenkamp find high spatial
interdependence and the existence
of cross-border consumer segments that challenges countries as the level of aggregation. Specifying their
model according to prior geographical information, they suggest that information on consumers’ context may
directly inform segmentation. Confirming this, Bijmolt, Paas, and Vermunt (2004) find geographically close
country-level segments, emphasizing that country covariates may further benefit segmentation. Adding to
this, Hsieh, Pan, and Setiono (2004) empirically underpin the role of contextual factors by investigating
consumer brand-image perceptions. Although they draw no conclusions regarding EMs, the influence of
economic and cultural factors indicates that EMs can play a distinct role in international segmentation.
Extending Hsieh, Pan, and Setiono’s findings, Agarwal, Malhotra, and Bolton (2010) find differential
influences of country
membership and culture in their comparison of consumers’
service quality perceptions in India and the United States. Their study affirms that culture is highly
informative for international segmentation approaches and thus can be considered a level of aggregation in
international segmentation. Although several studies have included one or more EMs in their sample, only
Lemmens, Croux, and Stremersch (2012) reflect on the many challenges of an international segmentation that
includes EMs. Highlighting dynamism as an aspect of
EMs, they find that EMs are highly likely to switch segment membership shortly after a new product
introduction, which underscores the salient position of EMsThe highly diverse institutional context ultimately
drives consumer behavior. Consequently, EM consumers differ from HIC consumers, and as Andreasen
(1966) claims, other consumption patterns are appropriate in different geographical regions. From both a
transaction cost and a diffusion theoretic perspective, resource constraints on the consumer side help
determine the degree of heterogeneity.
Laura Villalpando

Focus on Stable Variables. The rapidly changing context in EMs does not need to be reflected solely in the
selection of respondents. A considerable challenge is also finding a segmentation basis that fulfills the
criterion of segment stability (Calantone and Sawyer 1978; Wind 1978). Investigating the dynamics of
international segments, Lemmens, Croux, and Stremersch (2012) show that EMs—specifically, Brazil,
Russia, India, China, South Africa, and Mexico—are more volatile than HICs in terms of their segment
membership. In addition, these countries tend to switch segment membership within the first seven years after
product introduction. While this study illustrates the dynamics prevalent in international segments, it also
indicates that careful variable selection for segmenting EMs is necessary. Research has identified fairly stable
variables that can be used. A person’s value system tends to remain stable over time because it reflects that
person’s fundamental beliefs. Moreover, values contain considerable explanatory power for consumption and
purchase behavior Closely related are psychographic measures, such as personality traits, which conceptual
and empirical studies have also proposed to be stable. In general, all the aforementioned types of variables can
be applied. However, we advocate controlling for dynamics that are typically induced by institutional Fitting
International Segmentation for Emerging Markets 45 changes. Thus, marketers should be aware of
thevariables’ stability when deriving a segmentation thatincludes EMs.

1. Los sistemas de manejo de color de pantone fueron diseñados en un ambiente de negocios y son
principalmente usados por negocios y empresarios buscando estandarizar los colores para varias
aplicaciones de producción.
¿cree usted que los sistemas de pantone puedan ser usados por consumidores comunes? de ser
asi, ¿Cómo?

Pues considero son utlizados solamente para definir colores insititucionales de las empresas, ya
que sería aburrido adaptarnos a “ciertos tonos”. Pero en caso de que se emplearan considero se
basarían en los códigos de los tonos para solicitar o especificar ciertos productos o servicios.

2. Los colores en los sistemas de pantone fueron reados con base en las fórmulas para un conjunto
base de tintas. ¿qué tipo de demanda tienen estas tintas en los sistemas de manejo de color?

Estos se menejan con un código para identificar que tono es cada color dependiendo el CMYK
de cada color, es decir hay un registro de cada tono y el código se hace con base a la mezcla de
los mismos.

3. ¿Qué tipo de producto de negocio es el pantone machine system?

Laura Villalpando

Han servido como el estándar de emparejamiento e identificación de color con 1114 de colores
sólidos y codificados. Cada color en el sistema tiene un nombre y se muestra con su número de
tinta correspondiente.