Home shopping channel customer segments: A cross-cultural perspective

Abstract

This article describes a cross-cultural study of customer segments in the home shopping channel market. The data for this analysis come from 274 personal interviews conducted in the United States, the United Kingdom, and Mexico. The findings reveal shopper motivation segments that do not differ significantly by country, providing a basis for common marketing approaches across national boundaries. These motivations include interests in product value, merchandise variety, demonstrations, confidence in merchandise recommendations, the recreational or entertainment experience, enjoyment of conversations in the shows, the convenience of item ordering, and enjoyment of the personalities who host the programming.