Affiliation:
1. Marmara University, Turkey
Abstract
This study attempts to fill in the gaps in the international marketing literature about international marketing entry decisions for luxury products. With this in mind, a macromarketing approach is used to segment countries according to the basic luxury consumption criteria based on the literature review. These criteria include population, GDP, GINI coefficient, total female labor force, and cultural dimensions. These indicators are listed for a total of 60 countries and multidimensional scaling analysis (MDS) is conducted to see whether some countries form groups. Finally, five groups are determined and are discussed for their luxury potentials.
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