According to a recent view of culture as a dynamic process (Miller 1995; Shaw and Clarke 1998), cultural differences often cause differences in consumer behavior within and across national borders. Referring to the identification of consumer segments across countries, macro-level geographic, political, economic, and cultural data have been typically used (., Helsen et al. 1993; Kale 1995). In fact, to identify market segments, national borders and the study of culture are appropriate as segmentation criteria when consumer behavior is "culture bound" (., certain food products) and demands local adaptation strategies (Dawar and Parker 1994). .
