Consumers' reaction to product variety: Does culture matter?
Substantial cultural variations should be considered in establishing marketing strategies around the world.This paper stresses several aspects.Initially, consumers’ perceptions of variety differ from the actual variety provided by a manufacturer or retailer.Literature indicates that consumers’ benef...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/12671/1/SS.pdf http://repo.uum.edu.my/12671/ http://dx.doi.org/10.2139/ssrn.1148134 |
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