A Cross‐cultural comparison of customer value perceptions for products: consumer aspects in East Asia
Cross Cultural Management: An International Journal
ISSN: 1352-7606
Article publication date: 1 December 2003
Abstract
With increasing competition in the global marketplace, a prime and basic question for many enterprises is how to construct a global strategy for existing product mixes through standardization or localization, so as to achieve success in regional or local markets. The purpose of this paper is to investigate customer value perceptions of products, to view what variables are important to consumers, and lastly to make comparisons via a cross‐cultural study. Using the same survey method to collect data from Taipei (Taiwan), Seoul (South Korea), Shanghai (China), and Tokyo (Japan), perceived customer values of products were collected together in a List of customer values. The results yielded a wide array of both crosscultural differences and similarities in East Asia.
Keywords
Citation
Huang, C. and Tai, A. (2003), "A Cross‐cultural comparison of customer value perceptions for products: consumer aspects in East Asia", Cross Cultural Management: An International Journal, Vol. 10 No. 4, pp. 43-60. https://doi.org/10.1108/13527600310797685
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited