A Global Look at Consumer Involvement and Use of Products
Abstract
Respondents from fifteen countries reported their level of use and involvement with eight products and services: the countries were Argentina, Austria, Australia, Barbados, Canada, Chile, China, Columbia, England, Finland, France, Mexico, Sweden, the United States and Yugoslavia; the products and services were air travel, beer, blue jeans, eating at a restaurant, hair shampoo, going to the cinema, soft drinks and stereo sets. The results indicated that country accounted for eight to 45 per cent of the variation in product and service usage. Among regular product users, country accounts for one to 20 per cent of the variation in involvement levels across products and services.
Keywords
Citation
Zaichkowsky, J.L. and Sood, J.H. (1989), "A Global Look at Consumer Involvement and Use of Products", International Marketing Review, Vol. 6 No. 1. https://doi.org/10.1108/EUM0000000001500
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited