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La segmentation des marchés au niveau international : les apports de la méthode des classes latentes multi-niveaux

Author

Listed:
  • Paul-Valentin Ngobo

    (Faculté de Droit, Economie et Gestion de l’université d’Angers.)

  • Hervé Guinguant

    (Institut Arcane)

Abstract

L'élaboration d'une stratégie marketing internationale suppose une bonne connaissance des marchés étrangers. Pour cela, la segmentation des consommateurs constitue une étape importante de ce processus. En dépit de l'importance de la segmentation, sa mise en œuvre dans un cadre international s'est toujours avérée problématique pour de nombreux responsables marketing, les prescriptions faites par les chercheurs en marketing posant parfois quelques problèmes pratiques. Dans cet article, nous présentons la segmentation par les classes latentes multi-niveaux, une méthode relativement nouvelle et encore sous-utilisée dans des études de segmentation des marchés internationaux. Nous exposons ses avantages par rapport aux autres méthodes notamment sa simplicité d'application et d'interprétation. Nous illustrons cette méthodologie par une application sur le marché européen des articles de sportswear.

Suggested Citation

  • Paul-Valentin Ngobo & Hervé Guinguant, 2006. "La segmentation des marchés au niveau international : les apports de la méthode des classes latentes multi-niveaux," Post-Print halshs-02914921, HAL.
    • Handle: RePEc:hal:journl:halshs-02914921
    DOI: 10.7193/DM.042.21.32
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