Friulian Journal of Science 3.2003 (Research)

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

Sandro Sillani, Franco Rosa

Abstract. 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.

Keywords. Marketing, market segmentation, local languages

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