| Author: | Zaichkowsky, J. L. Sood, J. H. |
| Title: | A global look at consumer involvement and use of products. |
| Journal: | International Marketing Review
1989 : VOL. 6:1, p. 20-34 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER CHOICE CULTURE INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | Review of global marketing of 8 products and services: air travel, beer, jeans, restaurant meals, shampoo, cinema-going, soft drinks and stereo sets and views of respondents in 15 countries on variation in product and service usage, regular product users and country accounts. The study. Cross-cultural research. Methodology. Product/service selection. Variables. Differences in product/service use across countries. Product consumption. Use of services. Differences in involvement among regular product users. Services. Overall variation due to country. Demographic factors. Involvement of "global" products across different cultures. Three Tables illustrate the study. |
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