Cross‐cultural equivalence of price perceptions between US and Polish consumers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 May 2003
Abstract
As the markets of Eastern Europe continue to liberalize, they are becoming increasingly important to Western retailers who seek international market opportunities. The current research compares consumer perceptions of price as a marketplace cue in Polish and US cultures. A hierarchical structural equation model (SEM) is used to assess the metric equivalence of price cue measures across a matched sample of Polish (N = 335) and US (N = 342) consumers. Results indicate a great deal of similarity between the two groups’ perceptions of price. Findings from the study suggest practical directions for strategy formulation as well as guidance in measuring perceptions of price cross‐culturally.
Keywords
Citation
Moore, M., McGowan Kennedy, K. and Fairhurst, A. (2003), "Cross‐cultural equivalence of price perceptions between US and Polish consumers", International Journal of Retail & Distribution Management, Vol. 31 No. 5, pp. 268-279. https://doi.org/10.1108/09590550310472433
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited