International differences in product perception: a product map analysis

International differences in product perception: a product map analysis Shows that traditional product mapping methods for product positioning analysis fail in international settings due to the high variability of product preferences within each country and the lack of a common product perception among countries. Shows how explicitly incorporating variation in the product positioning analysis can overcome both of these problems. Uses a comparison of how Japanese and US consumers differ in their perceptions of the gift market for young males to illustrate how the proposed method differs from traditional methods. Indicates that Japanese consumers perceive the gift market much more uniformly than Americans. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

International differences in product perception: a product map analysis

Loading next page...
 
/lp/emerald-publishing/international-differences-in-product-perception-a-product-map-analysis-Xl9FeTRQe0
Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339610115773
Publisher site
See Article on Publisher Site

Abstract

Shows that traditional product mapping methods for product positioning analysis fail in international settings due to the high variability of product preferences within each country and the lack of a common product perception among countries. Shows how explicitly incorporating variation in the product positioning analysis can overcome both of these problems. Uses a comparison of how Japanese and US consumers differ in their perceptions of the gift market for young males to illustrate how the proposed method differs from traditional methods. Indicates that Japanese consumers perceive the gift market much more uniformly than Americans.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 1996

Keywords: Consumer attitudes; Japan; Product positioning; USA

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off