Consumer Perceptions of Value in a Developing Country: a Model and Empirical Test

Consumer perceptions of value have been well documented and researched by scholars in different areas. Most past studies in this paradigm, however, are undertaken in industrialized countries; hence their findings cannot be extrapolated to the developing countries that offer tremendous market potential for global products. In this study, consumer perceived value is hypothesized to be formed with the interactions between/among consumer perceptions of product quality, risk, and Sacrifice. Perceptions of product quality, risk, and sacrifice are hypothesized to be dependent upon corporate image, country of origin, and price. The major findings are discussed and directions for future research are suggested.

Citation:

Md. Humayun Kabir Chowdhury and Shuzo Abe (2006) ,"Consumer Perceptions of Value in a Developing Country: a Model and Empirical Test", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 154-160.