Cross-National Consumer Research Traditions

Abstract

Cross-national consumer research is one of the most challenging and exciting areas of consumer inquiry. As a clearly defined stream of research, it first emerged in the US in the early 1970s. The initial impetus for this research came from a growing recognition of the importance of understanding consumer behavior as a basis for developing effective marketing strategies, combined with an awakening interest in market opportunities in other countries. Thus, in both academic and industry circles, greater awareness of a need to understand differences and similarities in customer behavior and response patterns in diverse settings began to emerge.