How British Retail Manager View French and American Products

Abstract

Investigates, following a recent survey, the product image of UK goods among a sample of French retail managers. States that results of the survey were uncomplimentary to UK products with regard to technological sophistication and quality. Examines through a further survey the stereotypes as reviewed above. Uses a figure to detail aggregate perception profile of the UK retail managers and examines: price and value; advertising and reputation; service and engineering; design and style; and consumer profile. Concludes that the authors feel that the French penetration of the domestic UK market, as measured by the national stereotype product images of retail managers, appeared to be somewhat patchy.

Citation

Niffenegger, P., White, J. and Marmet, G. (1980), "How British Retail Manager View French and American Products", European Journal of Marketing, Vol. 14 No. 8, pp. 493-498. https://doi.org/10.1108/EUM0000000004923