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Cognitive Risk Maps of Distant Countries - The Case of Eastern and Far Eastern Markets Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Asian Americans’ Perception of Direct Salespeople

Authors : Foo Nin Ho, Steven Koon-Ho Ng

Published in: Proceedings of the 1998 Multicultural Marketing Conference

Publisher: Springer International Publishing

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The purpose of this study is to compare perceptions of direct salespeople among Chinese, Filipino and Japanese shoppers. Data (N=590) were collected via a questionnaire from a convenience sample of 1,000 respondents. Our research shows that Asian Americans generally have negative perceptions about direct salespeople except for a few situations. Implications for marketing and practice are discussed.

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Metadata
Title
Asian Americans’ Perception of Direct Salespeople
Authors
Foo Nin Ho
Steven Koon-Ho Ng
Copyright Year
2015
Book
Proceedings of the 1998 Multicultural Marketing Conference

Print ISBN: 978-3-319-17382-5

Electronic ISBN: 978-3-319-17383-2

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17383-2_51