A cross-cultural benefit segmentation analysis to evaluate the traditional assimilation model

Abstract

Differences and/or similarities within cultural groups such as the Quebecois in Canada, the Indians in the United Kingdom, or the Hispanics and Haitians in the United States with respect to the rest of the population suggest a basis for one's marketing and promotional efforts. The key question concerns when such groups warrant a distinct marketing strategy, and when they can be aggregated with other groups for the purpose of decision-making. The answer rests, in part, with the degree of assimilation a given cultural group has undergone with respect to its surrounding environment. This study tests a number of hypotheses based on the traditional assimilation model using French- and English speaking Canadians residing in the largely French (but mixed) province of Quebec, and the largely English province of Ontario. The Quebec English are found to be more like the Quebec French and less like the Ontario English in terms of benefit segments, psychographics, and shopping behavior, among others, with respect to a particular product.