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    On What Do Consumer Product Preferences Depend? Determining Domestic versus Foreign Product Preferences in an Emerging Economy Market


    Mockaitis, Audra and Salciuviene, Laura and Ghauri, Pervez N. (2013) On What Do Consumer Product Preferences Depend? Determining Domestic versus Foreign Product Preferences in an Emerging Economy Market. Journal of International Consumer Marketing, 25 (3). pp. 166-180. ISSN 0896-1530

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    Abstract

    This study investigates consumer preferences for domestic products in an emerging economy market. We argue that consumer preferences are contingent on the level of consumer ethnocentrism, preferences for different product categories from specific country clusters and those of importers, and consumers’ previous experience with products. The findings suggest that there are significant variations in consumer evaluations of products across specific product categories, country-of-origin, and other multicues. We also find a significant influence of consumer ethnocentrism on preferences for different product categories from specific country clusters when controlling for background variables. Implications for theory and practice and suggestions for future research are discussed.

    Item Type: Article
    Keywords: Domestic country bias; consumer ethnocentrism; country of origin; country clusters; emerging economy market;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11205
    Identification Number: https://doi.org/10.1080/08961530.2013.780456
    Depositing User: Audra Mockaitis
    Date Deposited: 09 Oct 2019 16:31
    Journal or Publication Title: Journal of International Consumer Marketing
    Publisher: Taylor & Francis (Routledge)
    Refereed: Yes
    URI:

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