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Stability of Store Selection Criteria: A Multinational Study

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 1991

Abstract

The factor congruency technique is introduced as a tool for cross‐cultural or comparative research efforts, where similarities and differences in the responses of subjects from different samples are investigated. A comparative study of store selection criteria of US and Turkish consumers is employed to demonstrate the use of the technique.

Keywords

Citation

Tamer Cavusgil, S., Yavas, U. and Elvey, L.A. (1991), "Stability of Store Selection Criteria: A Multinational Study", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 23-28. https://doi.org/10.1108/02634509110006120

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited