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.


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.


Md. Humayun Kabir Chowdhury, Rajshahi University, Bangladesh
Shuzo Abe, Yokohama National University, Japan


LA - Latin American Advances in Consumer Research Volume 1 | 2006

Share Proceeding

Featured papers

See More


Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA

Read More


Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.