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| Author: | Chan, E. Yau, O. H. M. |
| Title: | Consumer sentiment in Australia: a replication and cross-national comparison. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:10, p. 44-58 |
| Index terms: | CONSUMER ATTITUDES AUSTRALIA HONG KONG MARKETING |
| Language: | eng |
| Abstract: | The literature on consumerism in the USA, Hong Kong and Australia as well as cross-national studies are briefly reviewed, measures of consumer sentiment towards marketing or consumer satisfaction with business are listed. The scale of Gaski and Etzel is used in a mail survey for measuring consumer sentiment towards the four facets of marketing: product, price, advertising, and retailing/selling. Reliability and validity of the scale is tested, results are presented. Unfavourable attitude towards marketing was found; Australian consumers are unhappy with the prices of products/services. Comparison is made between Australian and Hong Kong samples, demographic variables are presented. Differences are attributed to |
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