Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 1190-1216 |
| Number of pages | 27 |
| Journal | Journal of Marketing Management |
| Volume | 28 |
| Issue number | 9-10 |
| DOIs | |
| Publication status | Published - 2012 |
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Relevant or Redundant: Elite consumers' perception of foreign-made products in an emerging market. / Khan, Hina; Bamber, David; Quazi, Ali.
In: Journal of Marketing Management, Vol. 28, No. 9-10, 2012, p. 1190-1216.Research output: Contribution to journal › Article
TY - JOUR
T1 - Relevant or Redundant: Elite consumers' perception of foreign-made products in an emerging market
AU - Khan, Hina
AU - Bamber, David
AU - Quazi, Ali
PY - 2012
Y1 - 2012
N2 - This paper examines the attitudes of elite Pakistani consumers concerning their preferences for foreign-made products and how these preferences influence purchasing decisions. Data were collected from a sample of 250 buyers using a mixed methodology consisting of focus groups and a questionnaire survey. The results show a link between the country of origin (COO) of products and purchasing decisions. The nature and extent of this link vary across product class and purchasing decisions. A means-end chain (MEC) analysis revealed a close link between consumers' liking for foreign products connected with how they valued those products both psychologically and physiologically. The findings have implications for attaining a competitive advantage by using marketing strategies to target elite customers. As a pioneering study, this paper advances the theoretical knowledge, providing a framework as well as specific guidelines for practitioners to conceptualise the COO construct. The paper also suggests a strategic direction that successfully targets the elite consumer segment in Pakistan
AB - This paper examines the attitudes of elite Pakistani consumers concerning their preferences for foreign-made products and how these preferences influence purchasing decisions. Data were collected from a sample of 250 buyers using a mixed methodology consisting of focus groups and a questionnaire survey. The results show a link between the country of origin (COO) of products and purchasing decisions. The nature and extent of this link vary across product class and purchasing decisions. A means-end chain (MEC) analysis revealed a close link between consumers' liking for foreign products connected with how they valued those products both psychologically and physiologically. The findings have implications for attaining a competitive advantage by using marketing strategies to target elite customers. As a pioneering study, this paper advances the theoretical knowledge, providing a framework as well as specific guidelines for practitioners to conceptualise the COO construct. The paper also suggests a strategic direction that successfully targets the elite consumer segment in Pakistan
KW - Marketing
KW - Purchase
KW - Buying Behaviour
U2 - 10.1080/0267257X.2011.635153
DO - 10.1080/0267257X.2011.635153
M3 - Article
VL - 28
SP - 1190
EP - 1216
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 9-10
ER -