The Development of the Boundaries of Geographic Subcultures

Segmentation on a geographical basis has received some support in the literature and much usage in practice. Garreau's (1981) book The Nine Nations of North American has stimulated many marketers to rethink the boundaries of various geographical subcultures. The empirical basis for the Eight Nations in the United States is investigated in this Study. Cluster analysis was used to group 53 U.S. cities on the basis of 30 demographic, marketing, and political variables. While the empirically-derived maps have some similarity to that developed by Garreau (1981). consistent differences were uncovered also.

Citation:

James W. Gentry (1986) ,"The Development of the Boundaries of Geographic Subcultures", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 664.

Advances in Consumer Research Volume 13, 1986      Page 664

THE DEVELOPMENT OF THE BOUNDARIES OF GEOGRAPHIC SUBCULTURES

James W. Gentry, Oklahoma State University

Segmentation on a geographical basis has received some support in the literature and much usage in practice. Garreau's (1981) book The Nine Nations of North American has stimulated many marketers to rethink the boundaries of various geographical subcultures. The empirical basis for the Eight Nations in the United States is investigated in this Study. Cluster analysis was used to group 53 U.S. cities on the basis of 30 demographic, marketing, and political variables. While the empirically-derived maps have some similarity to that developed by Garreau (1981). consistent differences were uncovered also.

For further information, write to:

Professor James W. Gentry / College of Business Administration / Oklahoma State University / Stillwater. OK 74078

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