search query: @author Mitchell, V. / total: 11
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| Author: | Mitchell, V. Yamin, M. Pichene, B. |
| Title: | A cross-cultural analysis of perceived risk in British and French CD purchasing |
| Journal: | Journal of Euromarketing
1996 : VOL. 6:1, p. 5-22 |
| Index terms: | MARKETING COMPACT DISC INDUSTRY FRANCE |
| Language: | eng |
| Abstract: | This paper proposes minimum conditions for meaningful cross-cultural comparisons of consumer behaviour in terms of concept, culture and context and compares risk reducing behaviour among a sample of UK and French compact disc purchasers. Few cross-cultural studies have been truly guided by these three considerations, especially in the standardisation literature. The results show minor differences in risk-reducing behaviour between the two samples, although the variation seen in some individual strategies is potentially significant in behavioural and marketing terms. |
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