RelativeImportanceof Values as Determinants of OwnershipPatterns: Comparisons Between the CanadianProvinces of OntarioandQuebec Emmanuel J. Chdron ThomasE. Muller

4.^1".i

:r*y

ABSTRACT. To what extentcan ownershipof productsand servicesbe relatedto the importanceof personalvahie.sin the Canadian provincesof OntarioandQuebec?-Personal interviewsweresonductedin bothprovinceswith 494representative householdsoutside the largestmetropolitanareasof Toronto and Montreal.The findinqFconfirmedthe presenceof significantdifferencesin ownership and personalvaluesbetweenrespondents in the two provinces.A comparisonwith one previoussfudy indicatedthat v-aluestend to shift with time and with geographir:at area. Personalvalueswere found to be reliable predi-stois6f consumptionin the province of Quebeconly. Finally, a graphical illustiation demoristratedthe relatively lower importanceof valuesas comparedto geographical gescnptors. anqsocloegonomlc

Therecentresurgence of Quebec nationalism is likely to leadto a mqiorreshucturing of theCanadian federation. Publichearings ErnmanuelJ. Ch6ron,PhD, is Professorat tlro Departmentof Administrative $ciences,University of Quebecat Montreal, Montreal, Quebes,H3C 4RZ, Canada.ThomasE. Muller, PhD, is AseociateProfessorat the Faculty of Businesr, McMasterUniversity,Hamilton,Ontario, L8S 4M4, Canada. Correspondence may be senl to EmmanuelJ. Chdronat tlre addre$sgivon above. Journalof InternationalConsumerMarketing,'Vol. 5(3) 1993 @ 1993by The HaworthPress,Inc. A[ rilhts reserved.

JOARNALOF IT'I'IERNANONAL CONSUMERMARKEffiNG

commissioned by the Quebecprovincialgovernment point towards g lorthcomingreferendumon theplaceof euetlecwlthin canada. It is thuscr.rrrentlyappropriateto investigatefurther differencesin valuesandownershippatternsbetweenFrenchandEnglishcanadians.

Bnnanuel .1. Chdronand lhomot E. Muller

'J

BACKGROUND The two provincesof OntarioandQuebec,with 9.? million and 6.7 residentsrespectivelyin 1990,are tlie two largestmarketsin canada.The overwhelming majorityof Frenchcanadiansresidein tlrc provinceof Quebec,whereFrenchis spokenby B4.S%of the population._ln !!g p[ovinceof Ontario,Englishasa mothertongue rcEesentsQ.679 of thepopulation(Canadian Markets,1990). French Canadamainhins a strong cultural identity formerly religion, tradition,anda dominantfarnily 6rientation. based-upon French canadiansin Quebechave been depictedliy their rural roo!.q,--minorityshtns in Canada,North Americanorientation, Catholic_mentality,Latin dispositionand Frencholtlook (Bou$ard,. 1980). In contrastto the FrenchCanadian,the English canadianof Anglo-saxonProtestant origin is pragmaticratherthan theoretical,moresocialtlranindividualistic,conformingratherthan innovative,frugal rather thanspendthrift,and conservativerather than liberal (Henault, l97l). Frenchspeakerstend to be more introspective,humanistlc,emotional,and less materialisticantl pragmaticthanEnglishCanadians (Mallen, tg77). Thesedifferencesin cultural traits may be relatedto the clifferences in consumptionthat numerouscomparativeshrdieshave indicated.For instance,in Canada,Quebeckers arethe largestper ggpip con$umer$of soft drlnks, wines, maple$yrupandperfurires (Mallen, l9[7r. Additionalcomparisonsbetweenanglophbnes and francophoneshave shown different attitudesand behavioralrespqnlegtgryqrdsthe purchaseof life insurance(Bergier,Gidengil and Blydt-Hansen,1980). The findings indicated-thatFrenchspeakingconsumer$ hada morepositiveimageof theusefulness of Iife insuranceprotection. Francophoneswere also found more likely to own an individuallife insurancepollcy.

B'

However,it shouldbeclearthatdifferencesin consumptionmay be only partly attributedto culhrral dlfferences,and thai environmenhl, socio-economic,and demographicvariablesshouldnot be overlooked.Also, marketingvariablessuch as different regional distribution and promotionmay accountfor consumptiondifferences(Bergier, Rosenblattand Laroehe, l9g0). However, consumptiondifferenceswere shown to exist even after social ctass andincomewere removedin thegreaterottawa/rlull metropolitan area(Schaninger, BourgeoisandBuss,198j). Thesepaststudieshavemostly useddatacollectedin the Canadian bilingualmetropolitanareasof Montrealor Ottawa.Within suchareas,the comparisonmay havebeenimprovedby considering the effect of assimilation.A measureof the varytng degreeof acculturationwas proposedby Kim, Larocheand Lee (tgtg). Partial correlationswere computedbetweenthe index of EngllshFrench ethnicity and leisure selectioncriteria and participation. Participationin variouspastimesindicatedthat the English canadian ethnic group tendsd to attsnd plays, concertsand lectures more frequentlyandthat the FrenchCanadianethnic group tended to spendmore "free" time. In a recent article, Muller (1989) presenteda cross-cultural analysisof consumers'personalvaluescontrastingthe dichotomy o,f French and English Canada.Values are guiding principlei. Their relativeimportanceto a personrevealwhat thepersondeems worthwhilein life: what is worth striving for, achieving,fostering, supporting,andprotecting.The shrdyof valuescan servemarketing managersandplannersin manyways. Researc,h on valuescan be useful for cross-culfuralmarketanalysisand for monitoring personalvalueorientationsin thepopulationto detectsocietalvalue shifts. Datacollectsdin the Muller shrdywere from residentsof Canada's threelargestmetopolitan areas,Monheal, Toronto andVancouver.values werefoundlessefficientin ctassifyingobservations intothree groupsratherthanthe moretraditionalEnglish(roronto andVancouver)vs. French(Monheal)dichotomy.Significantdiffsrenceswere alsoobservedamongpersonalvaluesof Frenchvs. Englishrespondents. This stndyconsidersthe impactof personalvalueson products

JOURNALOF INTERIVANONAL CONSI]MERMARKENNC

andservicesownershipan{ prioritx of acquisitionfor both Engtish andFrenchcanada.Datafor theresearchwascollectedoutsid; the areasto avoid theconfoundingeffect of varylargetstmetrop-olitan ing degreesof acculhrration.The ttrreefoilowing hypothesesare tested: Hl: Therearedifferences of ownershipbetweenrespondents in the Canadianprovincesof Onhrio andeue6ec. H2.. Thereare differencesin the relative importince of personalvaluesamongrespondents in thetwo provinces. H3: There is a relationshii benveenpersonafvaluis and priority of acquisitionin eachof the two provinces.

METHOD SumeyDeslgn Residents of five municipalities in ontario(Hamilton,Burlington,-oakville, Dundas andMississauga) andthieemunicipalities in (Sillery,Lorettsville andQuebec Quebec City)weresurviyed.The percentage of Frenchspeaking peoplein theeuebeccensuiMetropolitanareais97.2Tvo.as compareito7l.T3% forMontreal (canadianMarkets,1990)thusavoidingtheacculturation effect.A door to dgor_survgy households wasconducted duringtheSpringof _o-f 1989.Households wereselected randomlyfor a clustersamptE or neighborhoods basedonlow,middle,andhighincomefromwithin in ontarioandtheihreemunicipatities in $e five ryu$cipalities Quebec.Informationfrom censustractspubrished by statistics canadawasusedto confirmtheincometevetsof thesel-ected areas to besurveyed. oncethethreeincomeareaswereselected for each city, blockswererandomlychosenfrom eachof theincomearea. Eachblockwasthensurveyed startingat a specifichousenumber andworkingin a clockwise direction untilthreeto fourhouseholds weresurveyed.This methodwasfollowedfor eachblockin each incomeareain eachcity. A totalaf 4g4(200in ontario awl zg4 with anaverage response rate [Qrgbec) surveyswerecompleted of 70To.

EmmanuelJ. Chdronand ThorrasE. Muller

4I

SuneyInstrument Datawascollectedwith a shuctured,directpersonalquestionnaireadministered in eachrespondent's home.Questions wereread andlilled outby tlteinterviewers. Theheadsof tlrehouseholds or their spouses wereinterviewed sincetheseindividualsareusually themaindecisionmakersandpurchasers of ttreproductsandserpersonal vicesincludedin the survey.Direct interviewswith a strucbredquestionnaire tendto resultin a betterunderstanding from therespondents andto allowfor slosercontrolof theproce$s therebycreatinga moreacclratesurvey, Thequestionnaire consisted of thefollowingcomponents: l. A list of durableproductsandservice$ wasusedto collect dataaboutcurrentownership,measured in numbersowned andrelativeimportance of acquisition. Thiswasmeasured on a I to 10importance scale(posingthehypothetical situation to therespondent thathe hadlostaUitemsowned). 2, A list of ninevalueswittrtwosupportcardswasadministered in reversed order.Respondents wereaskedto selectthemost importantvalueandthento ratetherelativeimportance tlrey ("1" = "not important"to 3310"= "extremely attached important")to eachof theeightremainingvalues. 3. Sosioeconomic anddemographic descriptors werecollected suchas: homeownership, typeof dwelling,yearof birth, sex,presense of dependent childrenat home,levelof education,occupation, household incomeandsaving. The nineltemList of Valuesconsisted of: self-fulfillment, a senseof accomplishment, beingwell respechdby others,selfrespect,a senseof belonging,warm relationships with others, security,fun andenjoymentin life, andexcitemenh The List of Values,a typologyof terminalvalues(desirable end-states) dEvelopedat the Universityof MichiganSurveyResearch Centeris basedon the theoreticalcontributionof Maslow(1954),Rokeach (1973)andFeather (1975).Itspsychometric properties aredetailed in Kahle(1983).Research hasshown(Kahle,BeattyandHomer, 1986)thattheList of Values,whichcloselycorresponds with the

EmmanuelJ, Chdronand IhomasE. Muller

JOANNAL OF INTEN,IANONAL CONSUMERMARKENNG

Charactortstlcs

RESALTS FigureI presentstheaveragenumberof 31 productsandservices ownedin eachsample.A multivariat€statisticaltestof signifi-

I

of, the saople respondents

0nbarlo

(N - zoo) rss (?7.9%) 4h (22.12'

2r2 (r2.II ) 82 (27.et)

Sex: llale Fsnols

16 (48.0t) rM (52.ox)

r22 (hL,'Z' r72 (58.51)

ee (4e.51) lor (50.51)

rr3 (66.12) 99 (33.9t)

u (s.6%) 23 (rr.61) 50 (25.!r) 45 122.7X' 2t (10,6?) 30 (19,21) lo (5.r8)

38 (13.0t) 37 (r2.6U' 55 (r8.0r) s8 (19.81) 25 (8.st)

t74 (8e.7%) 4 (2.0X) 16 (8.21)

7 (2,4%' 283 (96,31t 4 (1.31)

llouaahold lncono: Less than $20,000 $20,000 - $301000 930,001 - 940ro0o f40t00t - s55r000 0ver $55,000

ro (6.21) 15 (e.31) 35 (2r.r1) 3r (19.3X) 70 (43.5r)

42 (rs.4%) 67 (24,t?)

s7 l2o,9x) s2 (lg.ox)

Ager Average year born

45.5

43,X

llvlng

at homo:

Educatlon: Grades l-O Sooe blgh-ochool Cooploted hlgh-ochool Coilounlty college, trado-school 8on6 unlcoralty GonpleEed unlvorslty Post graduato ldnluago flrat . Engllsh Fronch Other

t;l

Qu6bec (l{ a 294)

llone ornerehlp: Oifir Rsnt

Depcndent chlldron Ios $o

Data Thecharacteristics of bothsamples appear in Tablel. As canbe seentlresampling procedure wassuccessful in provirtingan adequatereprelentatlon of variousdemographic strata.Tlrepredominalge o-f q9 lngllqh languagein rhe Ontariosampteis welt achieved with 89.7%.As regardstheeuebecsample,-the Frerrch language with 96.3%is closeto theeuebecCensus Mefopolitan areaof 97.277o. In termsof a homeownership, wiinn% euebec is still lowerthan787o in ontario.In QuebeCa higherpercentage -rtependeirt of.|ouseholtls(66!Q thanin Onrario(49.STo') [ave childrenat home.Thedistribution of education indicatestiratongrio andQuebecaresimilarin termsof universityexposure. A higherpercentage of theQuebec sample(l3Vovs.i.efr, is found with a gradeone[o eighteducation. Household incomeriflectsthe incorne ratingof (l Ontario 16) compared as to euebec(90), Irighe-r ln reference to canadaasa whole(100)(canatlian Maiketstggol. In terms-of age,the averageyear born of respondents in bolh s-amples is verysimilar(45vs 43).with respect lo socioeconomic -considered descriptors in Tablel, -bo-qsamples maybe reasonably representative of households in theselected municipalities of onaiio andQuebec.

Table

.

hu.rurlneedscategories in Maslow'shierarchy,is moreclosely rul?t d to mqiorrolesin life andeveryday activities,thanthemore (1973)l8-iteinvaluesurniy thathasalso yidely knownRokeach beenemployedin consumer research. Thenine-item Listof Valueswasavailable in Frenchfrompreviousresearch (valette-Florence, lgggandMuller,lggg).A reiiabilityanalysis-was performed andreported in theMullei shrdy.The (Cronbach, coefficients 1951) for tlrc English(.S0) anO {pha French(.76).versions indicated a relarively highreliabititjroi bour (ChurchillandPeter,lg84). instruments

opoken ond stltt

understoodl

5r (17.4r) 2e (e.eI)

ss (2o.rc)

cancerevealsthatthetwosamples aredifferentin termsof owner: .75,F = 10.45,P = .000).Univariate ship(Hotellings testsfor eachproducUservice indicatethattheownership of 23productsand is statistically services differentbetween Ontarians andQuebeckers. As indicatedin Figuret, ownershipof 20 out of 23 products andserviceis higherin On0ario (cars,videorecorders,Registrered Retirement SavingPlans(RRSPs),videocameras,telephone answeringmachines, etc.). In threeinstances the reverseis true; ownershipof cross-country skis, capitalmarketinves$nents and

JOARNALOF IT{TERNATIONAL CON\UMER MARKMING

EmmanuelJ. Chdronand ThonasE. ltluller

TIGUNE I

Averagenumberof product/serviceowned In Quebecand In Ontario

0

Produot/servloe Fur 006l ..Cdt

Pholoooplcr Doenhllt rhte ..Vldeo rooordo? Plrno Arlwork ..RF8P .vldoo oomsra Veoellon homo ..Tol anotrorlno ..Oompaol allol pl6y. ..8ell boet .Ereroloo blko ..x oounlty rklr '.Mlorowavo oven ..Wldo soteon ly Van ot oampot Olshwssh€a .'Welghl aqulDmool .,Monoy Invostinont ..Wlndow alr oond. ..Colorrr lv .food prooolrot .Butgler olorn ..coblo tv Llle Insurenoo .,P6r!onal oompulgi ..36mm oamora ..8pof16 ort Bot6 bod

0 0 . 6

..0..01 'e'.Ot

45

Overall,tlreseresultsarenot surprisingsincehigherincomein Ontariois reflectedin a significantly higherownership of 20 outof 3l-products andservices involvedin theshrdy.Withrespect to l;tl, differencesof ownershipbetweenOntarioand Quebecare contlrmed. Comparisons of valueimportanceare shownin Figure2. A multivariatestatistical testindicates thatthetwosamples aredifferent (Hotellings= ,26, F : 14.24,P = .000).Linivariate tests revealstatisticaldiffergnces for five out of thenine itemson the List of values.Differences are observed in termsof the relative imporhnceof thefollowingcategories of values:self-actualization, esteem,belongingness, and excitementas desirableend-states. Morespecifically, self-fulfillment, beingwell-respected by others, Ftcung?

Gomparison of valueimportance Quebec e94) vs 0ntario(200)

1

f . 6 2 2 . 6 S 9 . 6

hd

Averagenumber owned Uclllrrrl.la lloltlllorrr.tt.

l.rl

ol rlCnlllcrno.l f .rO.af . PnOOO

f--;;;;;'p LY::l"

ron'ar'o

byrglaralarmsis higherin theprovinceof euebec.Thesethree situations mayb_e accoun-ted for by climaticconditions(thelonger snowseason in Quebec city), a Quebec provincial taxddductiorito -high stimulateinvestment in stocks,arrda promotionof home securitysystems endorsed by municipalitieC involvedin tlrceuebec sample.

Self- 9enee Well Sell- gengs Warm Seourlty Fun Exolle tutlu aooomp.respocl roopeol bolong.relallons enloy (Selfsotuilltillon,

Reglon

.. pr.or .

(Botonolngnoss {Satetyl andloriol

lEsteeml

D..06

llolllr.rlrtr l..l o, .l9olllo.oc.r Hohlllat...!Ca6.

N

Nleuebec t.la.ta,

P..OOO

E

ontarlo

{Phyolologhal,

t\ \s

,i

*

O

t t a 6 0., < d O . A!4 la x o c r st{ o c € o s d E , a C ' g € € l i o q o 6 o { a E 6 9 0 0 o 6 k o 9 . l r o 3

E v

E i E g- 6 ^ 8 R

i3 ra

S

!

Eg E E g } i

.

3

a

h O E c 6 o .l d o ! t . 6 0 - D E < a t 6 r o 1 < z

E 2 R8 F(! a € 6 0

Nls

ili 9Id qtl-{ a, 'J qt

otE o

- Q C ct@ E

o

E 0

6Ce

O.lt

to€

6 0 tto

grq zz

i 9e S d i

: v O . + x E 6

:Eo

* ! H

€

t'i

E E

F

S F \ s 6 t e

|

E

s ; Es E e F € E€ c E s

R v { Es

F

E

' o ti

l

dl , o €tq ,1 . O 9ls E otd t qilo o .tu2 6 q l a c[

E o0 o !€

A

g

biF

j

!i f ! 3F ; ii

EE:eqEFgtEg giftEFH

E t 5 E EE f i ; g H g ; 5 F

EE H€g gEE iz3E EEr EE flE:gEF iBa

ss 3sR i:

;i*?i;:FEifgE;g gn a3ggFE EEi :gfrE

gFgsE ,; ;; ;,;; ;: r i5 F€E;i :: :: : ::

iugEgeug!IgE ff nF fiff E;$Eg5fiig$ $:i ii

E€?E gFE iFg€E EFEiEg€ffiiE gEgEi s$€EEEE €ssEEsuEfEi iEsle fti E Fe c€ $€EE;Egg$$!i$g;g

E €;iEE

?ia€5€€E ={;€;i$EgFE*fflEEIE E€E:;E Eg$ EEE

n€EsE;ELE;:EFE5 E : $glA€ffEEFEE

JOUM{AL OF IT{IERI'IANONAL CONSU ITERN"IARKENNG

tion of the relationship valuesandpriority of letweg! personal acquisition, to be investigated b! testingH3, can thireiori be extended to a relationship_ between valuesandownership. assess th9 degrge of relationship between valuesairdpriorlty -To of.acquisitioq il eachprovince,{ata werefirst cluster-airalyzei qsingtheEuclidean distance andtheward hierarchical procaiure. Eachgroupwasformedsuchthata highsimilarityof prioritiesof acquisition wasattained withingroupsandthathrle di?ferences of prioritiesexistedbetween groups.Thisleadto a tlireegroup structurein Quebec anda twogroupstructure in Ongrio. Discriminantanalysis,for thethreeeuebecgroupsandthetwo ontario_groupsr wasthenusedwith valuesasfredictors.Table3 showstheclassification resultsfor theeuebecclata.classification resultsin Table3 werebasedon all availabre validobservations. uqingtheappropriate chance model,theoverallrateof ss.l{lo is a2!.66-Pimprovement overchance (Cpro= 34,49%\.However, usingall observations leadsto an overestimation of tlie classificafion success. Thereforetheanalysis wasrepeated usinghalf of the dataasa.randomlyselected hold-outsamfte.The ofirall rateof correctclassification wasthen5l.06%onihehold-outsample, for a 16,58%improvement overchance. The two
results

for

three-group prodlctorr

Actual Broup bassd on prlorlty of acqulsttlon

Nunbsr of caass

dlscrlmllnnr

Predlctod group (Numb6r of caeos)

ct

c2

100 (36.2r8)

65

22

a2

ll8 (40.6rg)

t6

sl

03

'r4 (25.34%'

l0 1ll

Z9Z

rrlLh valuog as

LIMITATIONS Theimportance of valuesto predictpriorityof acquisition should beput into an appropriate perspective. Therelativeimportance of Tabls 4

Corroc! predlctlons

c3

Parcent lnprovom6nt over chanco

65lttl (s8.571)

2$.322.

3l

sll92 (s5.43?)

t5.021

19

45

45189 (s0.56x)

25.222

gZ

89

Proporilonal chancq crlterlon Cpro e 3l.hgL 0varall rato of corroct classlflcatlons a 5i.16l

49

levelp < .01. Theperformance of thesetwo discriminantfunctionswasclearlysubsAntial. Tlresameprocedure wasappliedto theOntariodata.Classification resrrltsfor thetwo groupsusingdiscriminant anarysis leadto an overallrateof corregtclassification of 68.697o on a randomly selected hold-outsampleof 50vo.As compared to thEproportionil chancecritsrionof 54.90%,the correctilassificatiodraie wasa t3.79Voimprovement over chance.However,the discriminant functionwasnotstatistically (p = .1?5). significant Hypothesis partly threeis thus confirmed,with valuesandprior. ity of acquisition showingaelearrelationship in thecaseof elrebec dataonly.The degreeof discriminating powerof theninevalue itemsis shownin Table4 for theQuebecdata. Thefirstdiscriminating function,accounting for 83.S6Vo of variance,is themostpowerfulin classifyingtheobservations into the threesubgroups; Fun andenjoyment wittr self-fulfillmentare the twomgstimportantvaluesin predicting priorityof acquisition. The seconddiscriminating functionaccounts for only 16,44%of varianceandis mostlyassociated with excitement.

(Quobec data)

GI

Totals

onalysls

EwtunuelJ. ChtronandIhonasE. Muller

Corrqlatlons betneen dlscrlmtnottng

varlables antt dlscrlmlnant

funcBlona

(Shoun ln docreaelng order for all Quebecobgervatlons) Funstlon I 83.55t Pun and enJoyneni Self- futfil lnont Sonso of eccoupllshnent Solf-rospoct Sonso of belonglng llarm rolallonehlps Securlty Delng well reepec0od Ercl,tBmsnt

Functlon 2

rc,4h4

.oo -.43 -.34 .06 ,20 -,23 ,16 -,20 .50

50

JOURNALOFIT,ITERNATIONALCONSUMERMARKETING

valuesascompared to-geogrlp,hical andsocioeconomic descriptor$ is presented graphlcallvF Figure3. The rop bn prorluctsand services in termsof overallownership, andttreninevilue itemsin relationto tlre five dichotomized descriptors, wereusedin a descriptivecgrespoqdence (HoffmanandFranke,19g6). analysis As canbeseenin Figure3, tlrefirst twodimensions'recovered a verysubstantial amount(91%)of thevariance in thedata.The

Emmanuel J, Chdron andllwnasE. Muller

!$

TIGURE 3

Correspondence analysison ownership, values and descriptlvevarlables'

r"i.4

SI

differencesof ownershipbetweenQuebeckersand Ontariansare consisEntwith Figure 1. More cableTVs, video recorders,and ' cars are owned in Ontario. More cross-countryskis and capltal marketinvestmentsare ownedin Quebec.The differenceof value importancebetweenQqebeckersand Onhrians is also consistent with Figure2. Self-fulfillmentandbeingwell respectedis clossr to Quebec.Exciternentis closerto Ontario. However,tttemostimportantresultappearingin Figure3 is that socioeconomic descriptorsaredifferentiatingownershipmuchmore than the nine value items. The relativepositionof the descriptors from the cent€rof the figure indicatestlre degreeof differentiation in predictingownershipthat canbe attainedby the descriptors.In addition !o the geographicaldescriptorsof Quebecand Ontario, income level appearsto be a very powerful descriptor as well. However,age(aboveandbelow the ageof 45) is lessef{icient for differentiation. Values, as comparedto descriptors,appearmuch more closely clustered,showing that they are thus relatively less efficient to differentiateownership. Furtherlimitationsof theshrdyarerelatedto theculhrralcontext equivalencesuggested by Douglasand Craig (1984). Sincetwo differentculturesareinvolvedwith two different languages,all ttre problemsinvolved with cross-culturalresearchare present.However, the authorswere awareof thoseproblemsand madeevery efforts to insureconstfuct,measurement, sampling,andinstrument adminisfrationequivalence.

CONCLUSIANANDFATARE RESEARCH

I coLounTv '

Valuoo

tr OWNERSHIP *

Deeorlptore

The purposeof ttris studyhasbeento furtherinvestigatethe French/English dichotomy in theCanadian markelDatafrommore culturallyhomogeneous areasoutsidethelargemehopolitan ccnters .wereused.Ownershipdifferences rvereconfirmedreflectingthe higherincomeratingof Ontarioascompared to Quebec.A shong relationship wasalsouncovered between ownership andpriority of in bothprovinces. acquisition Furtherinvestigation of valueimportance betweenrespondents

52

.TOARNALOFIIIIERNANONALCONSAMERMARKENNG

provincesindicated in the-tw_o thepersistence of anoverallsignificant difference.However.,comparison with one previousituoy thatresultsge lilcelyto shiftwith timeandwith samples quggeqtg! from differentareas.In spiteof theneedto be cautiousaboufthe observed shifts,the findingstendedto indicatethatthereis more relative.importance of setf-fulfillment and self-respect and less rglatiyeimportance of belongingness for euebeckers. Thererationshipbetween valuesandpriorityof acquisition wassignificant in not but in Ontario.Thus,from a practicalitandpoint, Quebec, personalvalueswere_not foundto beg00dpridictorsof consumptionfor theEnglishCanadian group. rlq importance plative of values asa predictorof consumption . shouldbeput intoperspective. socioeconbmb descriptors arestiil predictors. relativelystrongMarketers shouldfollowa sequential approach to marketsegmentation. Froma cost-benefit perspective, socioeconomic variables area logicalfirst choice,srncefheyare relativelyeasyto obtainandquitegoodpredictors of overaliconsumption.However,with an increasingly competitive situation, suchasin theareaof directmarketing,thenext-step shouldbe to consider lesscosteffectivevariables suchasvalues.Eventhough they,-arg moreexpensive to obtainandrelativelylesspowerfulln predictingoverallconsumption, theymayturnoirtto becrucialfor commercialsuccess in the more finely taryetsdmarketsof the future.In additionto values,but alsomoreexpensive tlransociopredictors,fuhrreresearch economic shouldassess thecosteffectivenessof usinglifestyledifferences to improvemarketingefficiencyin Canada. REFERENCES Bergier,lvl., Gidengil, !.2. and R. Blydt-Hansen(19g0).A cross-cultural Investigationof BehavioralResponses anrrAttitudei TorirardsLife Insurance Protection.TowardsExcellencetn the Elghltes,proceedingeof the Amual conferenceof theAdministratlvesciencesAssooiitionof cinada, Marketing Division,editedby V.V. Jones. Bergier,M. Rosenblatt, J. andM. Iaroche(lgsO).curturalDifforencesin Attitudesand IntendedBehaviorTowardHousebranrls and NationalBrands.fowardsExcellencetn the Elghtles,proceedings of theAnnualconferenceof the

Emmnuel t, Chlron and T'hornsE, fuIuller

i3

AdministrativosciencesAssosiationof canada,MarkotingDivision,editedby V.V. Jones. Bouclurd, J. (1980),Dlfferenca,s, Montrcal: Bdition Heriages. canadianMarkete1990,completoDemographics for canadianurban Markets, 64th edition, TheFhnnclal Posr InformationServicoToronto. Churchill,G.A. Jr. andPeter,J.P. (1984).ResearchDesignBffects on theReliability of RatingSoales:A Meta Analysis.Jownal of trrlarluthtgResearch,2l (Novomber)360375. Cronbach,L.J. (1951). CoofficientAlpha and the Internal Structurs of Tests. Psyclrcmetrtlu,I 6 (September), Ztl -334. Douglas,S.P., Craig, C.S. (1984).BtablishingBquivalence in Comparatlve ConsumorResearchin ComparatlveMarlcetlngSystans,ediled by Erdener Kaynakand RonaldSavitt, Nsw York Praeger,93-113, Feather,N.T. (t975). Valuesin hlucatlon and Soclety,New York Free press. Henault,G. (1971).I,es consdquences du biculturaliomesur la coruornmation. Commcrce,73 (Septembe$,78.80. Hofftun, D.L. and G.R. Franke(1986). Correspondenco Analysis: Graphical Represontationof CatogoricalDatain MarlctingResearch,Joumal of Markeb fug Research, Vol. 23, No 3 (Augustr2B-2n. Kahle, L.R: (Edt) (1983). SoclalValuesud Sodal Change:Adaptatlonto L{e ht Amerlca, New York Praeger. Kahle,LR., Beatty,$.8. andP. Homer(1986).AlternativsMeasuromontApproaclresto CorrsumerValuer: The List of Values (LOU and Values and Lifestyles(VAI,S), Jounal of CowamerRaeardt, 13 (Decenber),405409. Mallen, B, Qn7r. FrenchCanadlanConsumerBehavlor:&mparatlve Lessons From the Publbhed Aarature and Prlvarc CorporateMarkctlng Studles. Montreal: AdvortisingandSalesExecutivesClub of Montrsal. Maslow, A.H. (1954).Motlvatlonand Persowltty, New Yorlr: Harper. Muller, T.E. 0989). ThoT.rvoNatioruof Canadavs. The NineNationsof North America:A Cross-CulturalAnalysioof Consumers'PersonalValaex,,Journal of InternatlonalConsumerMarkctlng,Vol. I (4r, 57:19. Kim, C., M. Iaroche andB. Lee (1989).Devolopmentof an Indexof Ethnicity Basedon CommunicationPatternsAmong English and French Canailians. fournal of Intematlonal CansumerMarlcetlng,Vol. 2(2), 43-60, Rokeach,M. (1973),n e NatureotHunmn Values,New Yorkl Freo Press. Scluninger,C,M., Bourgeois,I.andW.C. Buss(1985).French-EnglishCanadian SubculturalConsumptionDifferences.,IourruI of Marlcethg,49 (Spring), 82-92. Valette-Florence,P, (1988).Analysestructurellecomparativedes composantes dessyet0mes do valeursselonKahleet Rokeach.Rechercheet Appllcatlansen Marketbg,vol.3, No 1, 14-34.