The role of consumption orientation in consumer food preferences in emerging markets

Ekaterina Salnikova and Klaus G. Grunert

Journal of Business Research, 2020, vol. 112, issue C, 147-159

Abstract: Global marketers are widely implementing global or local product positioning in an attempt to appeal to consumers in international markets. However, there is no consensus in homogenization versus heterogenization of consumer needs and globalization vs. localization of the marketplace.

Keywords: Consumption orientation; Consumer culture; Extrinsic and intrinsic product attributes; Country of origin; Choice experiment; Emerging markets (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:147-159

DOI: 10.1016/j.jbusres.2020.03.006

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