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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Country-of-Origin Effects as a Function of Personality Variables1
verfasst von : Alain d̍Astous, Sadrudin A. Ahmed
Erschienen in: Proceedings of the 1993 World Marketing Congress
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This study uses conjoint analysis to examine consumer evaluations of profiles of automobiles varying according to four informational cues : country of origin, brand name, price and level of service. Based on survey data collected among French Canadian and French Belgian male consumers, the results indicate that personality variables (striving for Excellency, tolerance of Social Risk, belief in the Price-Quality relationship) interact significantly with the cues. The interactions signal opportunities for personality-based segmentation in the elaboration and implementation of marketing strategy for global products.