Abstract
Summary An increasingly competitive international environment makes it necessary for firms to focus more and more on cross-country consumer segments. This increases the importance of international market segmentation and the need to develop new research approaches. The aim of this work is to present some of the results of a yoghurt segmentation study across Europe based on an innovative consumer measure explaining motivation to food choice, and to discuss the strategic implications of cross-country segments. The segmentation exercise identifies four pan-European segments with respect to yoghurt. The approach used for market segmentation proves to have important strategic implications, especially for the development of standardized product positioning concepts and communication strategy.
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