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Consumers' reaction to product variety: Does culture matter?

Ahmed, Sayed and Uddin, Md Mohan and Ahshanullah, Mohammad (2008) Consumers' reaction to product variety: Does culture matter? SSRN Electronic Journal. pp. 1-16. ISSN 1556-5068

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Substantial cultural variations should be considered in establishing marketing strategies around the world.This paper stresses several aspects.Initially, consumers’ perceptions of variety differ from the actual variety provided by a manufacturer or retailer.Literature indicates that consumers’ benefits and costs of perceived variety differ systematically across cultures.Current cultural theory suggests that they also encounter greater cognitive and emotional costs than individuals in collectivistic cultures when ultimately choosing.The objective of this paper is to point out specific implications.First, theories on variety perception have been discussed in order to highlight consumers’ benefits and costs of variety.Second, an attempt is made to find out whether culture-oriented market has facilitated the successful acceptance of product by the consumers around the world or not.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Dr. Md. Mohan Uddin
Date Deposited: 13 Nov 2014 01:33
Last Modified: 26 Apr 2016 01:52
URI: http://repo.uum.edu.my/id/eprint/12671

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