International segmentation in the food domain: Issues and approaches.

International segmentation is defined as the identification of groups of consumers with similar needs and wants in the food domain across cultural units. Four criteria for such segmentations are discussed (theoretical support for the segmentation base, cross-cultural relevance of the segmentation base, cross-cultural validity of the measurement instrument, validation by measures of responses to marketing parameters). Three dominant approaches are identified in the literature: segmentation by importance of product benefits, by means-end chains, and by food-related lifestyles. Pros and cons of each are discussed and needs for future research are outlined.