Euro-consumer part 1
The term “Euro-consumer” has been a hot topic in international marketing and the term involves the European consumers’ lifestyles in the single European market (SEM). This definition tries to point to the fact that European consumers are becoming more homogenous in their consumption and preferences. As such, marketing is becoming more about finding segments in Europe as a whole, rather than finding nations with their own characteristics. Euro-consumers can be divided into three categories based upon their social groups and behavioural pattern; young people (brand conscious youth), Trend setters (wealthy people) and European business people (high positioned bosses).
Though the notion of a “euro-consumer” might sound appealing, it is indeed not without discursion. Europe’s culture might seem homogenous compared to for example Asia’s, but at a closer probe there are huge cultural differences between countries and regions in Europe. Out of all of the European countries almost 90% have different languages and this entails great implications for marketing in the region. It is this difference in language that is the factor that carries the most cultural significance both for media and for brand names.
The language differences in Europe are too big to be ignored and although there will probably be a euro-market and euro-retailer, there will probably never be a “euro-consumer” in a foreseeable future. It’s very easy for English businesspeople to see English as the language of Europe, but a product package printed in English would only be understood by at most 2 out of 5 consumers in the EU.
And that my fellow curious shoe fans, is not homogenous.
