Towards Some Standardized Cross-Cultural Consumption Values

• Main Authors: TSE, David K., WONG, John K., TAN, Chin Tiong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1988
• Subjects: Marketing; Race and Ethnicity
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/264; https://acrwebsite.org/volumes/6836/volumes/v15/NA-15
• Institution: Singapore Management University

The results of most attempts to relate cultural (and subcultural) valuesCa group and general behavioral construct, to a consumer's choiceCa personal and consumption oriented construct, are weak. This paper proposes another alternative. We hypothesized and used consumers' perceived attribute importance along four product categories as consumption value measures. Consumers' perceived attribute importance along clothing, food, appliances, and household supplies were surveyed from consumers of five Asian Pacific regions. This paper discusses the premises behind our proposition. How consumption values differ in clothing across the five regions is described.