Gjornâl Furlan des SiencisFriulian Journal of Science

No. 3 (2003): GFS
RICERCJIS

Strategies of nonconventional Market segmentation: the consequences of the use of local language in a hypermarket

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  • SANDRO SILLANI,
  • FRANCO ROSA
SANDRO SILLANI
Department of Biology and Agro-Industrial Economics, University of Udine, Italy.
FRANCO ROSA
Department of Biology and Agro-Industrial Economics, University of Udine, Italy.

Peraulis clâf

  • Marketing,
  • market segmentation,
  • local languages

Cemût citâ

[1]
SILLANI, S. and ROSA, F. 2003. Strategies of nonconventional Market segmentation: the consequences of the use of local language in a hypermarket. Gjornâl Furlan des Siencis - Friulian Journal of Science. 2, 3 (Dec. 2003), 83–93.

Ristret

This work sprang from the interest that various firms have in market segmentation according to local language and proposes a definition of linguistic segmentation of the market and linguistic segment. Empirical evidence was collected by testing the use of Friulian in a hypermarket. It emerged that: 1) the lack of linguistic segmentation among customers determined a non-detectable impact of the indications reported in local language; 2) changing the format of communication can facilitate customer satisfaction.

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