International Brand And Consumer Segmentation Study
For an Established Museum in The Netherlands
Glocalities carried out an international brand and consumer segmentation study for an established museum in the Netherlands. The museum is already well-known in the Netherlands, but awareness on the international level is yet to be explored. In this research, we dive into the international brand awareness of the museum in the European, American, and Asian markets.
Apart from exploring the brand awareness, we also explore the relationship consumers have with art in terms of active and passive consumption and buying behavior and will identify high potential segments for targeting.
Glocalities consultants will use the research insights for making recommendations to consult on increasing international brand awareness and growth and increasing the return of investment of marketing efforts.
Because of the Covid-19 pandemic, we provided the museum with additional insights on how to communicate with segments surrounding its reopening effectively.
THE GLOCALITIES APPROACH
Besides insights on brand awareness and consumer prioritization, we discovered that the way people consume and relate to art is highly influenced by their cultural background and their values orientation. Results showed that cultural differences, values, and lifestyles affect the interaction of consumers when it comes to art consumption. The largest differences were found between the European and Asian markets and are partially caused by segment size differences between both markets. This reiterates the importance of having an in-depth understanding of the cultural values and nuances for creating international brand growth and increasing the effectiveness of marketing strategies.
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