As noted in the chapter 5, there are significant country differences as to the size of Euromonitor’s Undaunted Striver global segment.
Market Researcher Euromonitor International undertook a global survey of 16,000 online consumers, with questions relating to personality traits, shopping preferences, green attitudes, technology usage, healthy living habits and eating and drinking behavior. Based on this data, Euromonitor proposed four global segments, one of which, labeled the Undaunted Striver, is trendy, optimistic, empowered and outgoing. The segment represented 33% of Brazilian respondents, 41% of Chinese, 49% percent of Indians, 4% of French and Germans, 13% of Americans, and only 2% of Japanese. How do you explain these differences?