CULTURAL IDENTITY AS SEGMENTATION TOOL: APPLICATION ON CONSUMER'S FOOD INNOVATIVENESS IN TUNISIA
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 4, Issue 11
Abstract
The purpose of the present research is to study the possible use of cultural affiliation as a segmentation tool especially in the emerging nations. In fact, the diffusion of the western lifestyle and consumer culture, in the era of globalization is transforming tastes and styles consumptions and transforming cultural identification. In this case, the study of the cultural identity swapping betweens acculturation tendencies and local cultural identification, in these markets, can be helpful to propose cultural affiliation an alternative segmentation tool.
Authors and Affiliations
Morsy Sahlaoui| morsysah@yahoo.fr, Higher Institute of Multimedia Arts, Manouba University, Tunisia, Pr Neji Bouslama| Faculty of Economic Managements Sciences Tunis Tunisia
Keywords
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