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http://hdl.handle.net/11375/5629| Title: | The two nations of Canada vs. the nine nations of North America: a cross-cultural analysis of consumers' personal values |
| Authors: | Muller, Edward Thomas McMaster University, Faculty of Business |
| Keywords: | Business;Business |
| Publication Date: | Nov-1988 |
| Series/Report no.: | Research and working paper series (McMaster University. Faculty of Business) no. 316 |
| Abstract: | <p>Does the "Nine Nations of North America" scheme accurately reflect cross-subcultural differences among Canadians, or is the traditional French/English-Canada segmentation map more useful? This study of 1,205 urban Canadians living in three of the nine "nations"--Quebec, The Foundry, Ecotopia--measured their personal-value orientations in order to test the two segmentation schemes. The findings tentatively suggest that the French/English-Canada segmentation strategy is a better predictor of personal value differences than a three-nation approach. The growing interest in personal values f or cross-cultural analyses of consumer markets demands more research to refine the values measures.</p> |
| Description: | <p>30 leaves ; Includes bibliographical references (leaves 21-26). ; "November, 1988".;</p> <p>Research funded by grant no. 494-85-0010 from the Social Sciences and Humanities Research Council of Canada--p. [ii].</p> |
| URI: | http://hdl.handle.net/11375/5629 |
| Identifier: | dsb/85 1084 4944107 |
| Appears in Collections: | DeGroote School of Business Working Paper Series |
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| File | Size | Format | |
|---|---|---|---|
| fulltext.pdf | 624.78 kB | Adobe PDF | View/Open |
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