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Published in:
2015 | OriginalPaper | Chapter
The Identification of Pan-European Segments: An Application of Means-End Analysis in a Cross-Cultural Context
Authors : Valette-Florence Pierre, Rapacchi Bernard
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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This article aims to show the potentialities of means-end chain analysis for cross-cultural research. By means of the tandem use of correspondence analysis and cluster analysis, this work attempts to uncover the major
attributes → consequences → values chains
for perfume purchases which may exist among four European countries (France, Italy, Germany and Switzerland) . The results, although still exploratory, lead to the identification of four potential targets which are either pan-European or specific to some of the studied countries.