Euroconsumers?

This study developes a simple, inexpensive technique for segmenting nations on a psychological variable, perceived product value. It successfully applies the mechanism to three European countries, Austria, France and Switzerland. Respondents' perceptions on the value of several base products and their proposed modifications are compared within nation pairs as well as across all three nations. The magnitude in common value perceptions, particularly among product owners, supports the feasibility of this variable as an effective segmentation tool. The results also encourage the development of more uniform marketing strategies when introducing new consumer products cross-nationally.