The behavioural homogeneity evaluation framework:Multi-level evaluations of consumer involvement in international segmentation

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies. © 2007 Academy of International Business. All rights reserved.

Response-based segmentation using Finite Mixture Partial Least Squares: theoretical foundations and an application to American Customer Satisfaction Index Data

When applying multivariate analysis techniques in information systems and social science disciplines, such as management information systems (MIS) and marketing, the assumption that the empirical data originate from a single homogeneous population is often unrealistic. When applying a causal modeling approach, such as partial least squares (PLS) path modeling, segmentation is a key issue in coping with the problem of heterogeneity in estimated cause-and-effect relationships. This chapter presents a new PLS path modeling approach which classifies units on the basis of the heterogeneity of the estimates in the inner model. If unobserved heterogeneity significantly affects the estimated path model relationships on the aggregate data level, the methodology will allow homogenous groups of observations to be created that exhibit distinctive path model estimates. The approach will, thus, provide differentiated analytical outcomes that permit more precise interpretations of each segment formed. An application on a large data set in an example of the American customer satisfaction index (ACSI) substantiates the methodology’s effectiveness in evaluating PLS path modeling results.

Texture description and segmentation in image processing

Textured regions in images can be defined as those regions containing a signal which has some measure of randomness. This thesis is concerned with the description of homogeneous texture in terms of a signal model and to develop a means of spatially separating regions of differing texture. A signal model is presented which is based on the assumption that a large class of textures can adequately be represented by their Fourier amplitude spectra only, with the phase spectra modelled by a random process. It is shown that, under mild restrictions, the above model leads to a stationary random process. Results indicate that this assumption is valid for those textures lacking significant local structure. A texture segmentation scheme is described which separates textured regions based on the assumption that each texture has a different distribution of signal energy within its amplitude spectrum. A set of bandpass quadrature filters are applied to the original signal and the envelope of the output of each filter taken. The filters are designed to have maximum mutual energy concentration in both the spatial and spatial frequency domains thus providing high spatial and class resolutions. The outputs of these filters are processed using a multi-resolution classifier which applies a clustering algorithm on the data at a low spatial resolution and then performs a boundary estimation operation in which processing is carried out over a range of spatial resolutions. Results demonstrate a high performance, in terms of the classification error, for a range of synthetic and natural textures

Benefit segmentation of international travelers to Macau, China

The purpose of this study is threefold: (1) to identify the underlying benefits sought by international visitors to Macau, China, which has emerged as a popular gambling destination in Asia; (2) to segment tourists visiting Macau by employing a cluster analysis based on the benefits sought; and (3) to examine any salient differences between the segment groups with regard to their behavioral characteristics, socio-economic characteristics, and demographic profiles. A convenience sample was used to collect data in the Macau International Airport, in the Macau Ferry Terminal, and at the border gate with Mainland China. A total 1,513 useful surveys were retained for data analysis. Cluster analysis discloses four distinct clusters: "convention and business seekers," "family and vacation seekers," "gambling and shopping seekers," and "multi-purpose seekers." Based on the results of our findings, several managerial implications are discussed. © Taylor & Francis Group, LLC.