Consumer attitude toward gray market goods

Jen‐Hung Huang (National Chiao Tung University, Department of Management Science, Hsinchu, Taiwan)
Bruce C.Y. Lee (Department of Management Science and Department of International Trade, National Chiao Tung University, Ta‐Hwa Institute of Technology, Hsinchu, Taiwan)
Shu Hsun Ho (Hsuan Chuang University, Hsinchu, Taiwan)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 2004


Gray market activities have become global, occurring not only in less developed or volatile markets, but also in many well‐developed markets. Although the gray market problem has been discussed in the literature, pertinent research from a demand perspective remains scarce. This study establishes a valid measure of consumer attitude toward gray market goods and investigates the relationships between consumer attitude toward gray market goods and their antecedents. Data analysis reveals that both price‐quality inference and risk averseness significantly and negatively affect consumer attitude toward gray market goods. Strategies for managers of international brands to address gray market problems are presented.



Huang, J., Lee, B. and Hsun Ho, S. (2004), "Consumer attitude toward gray market goods", International Marketing Review, Vol. 21 No. 6, pp. 598-614.

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