IDENTIFYING THE GLOBAL PRO‐TRADE CONSUMER

This article examines the extent to which there is a global pro‐trade consumer segment that cuts across levels of economic development. This study, involving two different methodological techniques, identifies and profiles the pro‐trade consumer segments in four countries representing two developed/developing nation pairs, using demographic variables, intrapersonal variables and global marketplace variables. The results demonstrate that there is an intermarket pro‐trade segment among consumers, which can be described by a common set of indicators with a fair degree of accuracy.