Using consumers ́value orientations to segment the Canadian marketplace
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Abstract
<p>Is the "Nine Nations of North America" scheme useful for segmenting the value· orientations of Canadians ? A study of how probability samples of residents in three such " nations 11 differ ed in their attachment to nine personal values confirms that the traditional French/English-Canada segmentation strategy is a better predictor of value differences than a three-nation approach. The material, everyday-life consequences of value prioritization are also presented.</p>
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<p>42 leaves ; Includes bibliographical references (leaves 36-42). ; "September, 1988"; This research was supported by Grant No. 494-85-0010 from the Social Sciences and Humanities Research Council of Canada.</p>