Market segmentation for e-marketing based on time & money resources and attitudes towards globalization Comparison between Sweden and Poland

E-marketing is now an established, important and often decisive communication channel especially for B2C (business to consumer) activities. One of the defining characteristics of today’s world is globalization. In a “developed” societies where services, products and possibilities abound, not only money but increasingly time is becoming an important parameter. People’s availability of time is crucial for how they shape their lives and how they act when choosing, buying and using products in the marketplace. The attitudes towards globalization influence not only choices of products and services but also the way people use the Internet and accept it as a marketing channel for exposure to old and new products as well as to services and brands. Therefore, time & money resources and attitudes towards globalization are decisive also for companies in development of products and services, and marketing of them. In this article the concepts of time & money resources and attitudes towards globalization are defined and elaborated. There are also described segmentation for e-marketing based on time & money resources, and attitudes towards globalization.  The presented results of comparisons between Swedish and Polish participants are based on inquiry studies conducted both in Poland and Sweden through the questionnaires developed by authors from the Institute of Psychology, Wroclaw University, Poland (Alicja Senejko, Zbigniew Łoś, Dorota Chmielewska-Luczak), and from the Department of Management and Technology, Linkoping University, Sweden (Helena Lindskog).