Consumer Perceptions of Value in a Developing Country: A Model and Empirical Test

Chowdhury, Humayun Kabir; Shuzo Abe
January 2006
Advances in Consumer Research - Latin American Conference Procee;2006, Vol. 1, p154
Conference Proceeding
Consumer perceptions of value have been well documented and researched by scholars in different areas. Most past studies in this paradigm, however, are undertaken in industrialized countries; hence their findings cannot be extrapolated to the developing countries that offer tremendous market potential for global products. In this study, consumer perceived value is hypothesized to be formed with the interactions between/among consumer perceptions of product quality, risk, and Sacrifice. Perceptions of product quality, risk, and sacrifice are hypothesized to be dependent upon corporate image, country of origin, and price. The major findings are discussed and directions for future research are suggested.


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