Valued Product Attributes in an Emerging Market: A Comparison Between French and Malaysian Consumers

Hult, G. Tomas M.; Keillor, Bruce D.; Hightower, Roscoe
July 2000
Journal of World Business;Summer2000, Vol. 35 Issue 2, p206
Academic Journal
In the increasingly global environment, a fundamental question for many firms is whether to create a global strategy that will allow for the maximum use of existing product offerings and marketing activities through standardization, or to what extent unique adjustments are required for success in a given local market. The purpose of this study is to compare sixteen product attributes, across three product categories (convenience, shopping, and specialty), and the importance placed on these global attributes by consumers in a developed market (France) versus an emerging market (Malaysia) in their product evaluations. The results indicate that two of the studied product attributes (product quality and appearance) can be standardized in global marketing strategies. The relevance of the other fourteen attributes is based on international market contingencies.


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