L’âge subjectif par-delà les frontières : une étude cross culturelle dans le secteur de la mode vestimentaire

This paper compares the relevance of subjective age as a criterion to segment the fashion market in four countries: China, South Korea, France and USA.Following the validation of a new invariant scale between cultures, the effects of subjective age on innovativeness and consumer media habits are highlighted. The obtained results make it possible to consider a glocalization strategy based on subjective age in the fashion industry.

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Year of publication:	2006-07
Authors:	Guiot, Denis ; Barak, Benny ; Gould, Stephen ; Lee, Keun ; Zhang, Yong
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Segmentation \| Comportement du consommateur \| Tendance d'âge subjectif \| Symbolisme compensatoire \| Marketing des seniors \| Age cognitif \| Age chronologique

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Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Décisions Marketing, 2006, no. 43-44. pp. 55-65.Length: 10 pages
Classification:	M31 - Marketing ; L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011071841