CUSTOMER ATTITUDE TOWARD MARKETING MIX ELEMENTS PERTAINING TO FOREIGN PRODUCTS IN AN EMERGING INTERNATIONAL MARKET

Abstract

This study examines consumer attitude toward thirteen different marketing mix elements related to the products of the USA, Japan, Germany, Italy, the UK, and France in Qatar, an oil rich emerging international market. These six countries are the top six exporters to Qatar. A cross section of 98 Qatari consumers participated in the study. The common theme across the seven hypotheses that have been developed and tested is that Qatari consumers prefer most the marketing mix elements related to the products of Japan and the USA, followed by those of Germany and the least preferred ones are those of Italy, the UK, and France. The hypotheses have been partially supported. The marketing mix elements pertaining to Japanese products take the lead. The products of the USA, Germany, and the UK occupy the second position, while the products of Italy and France trail behind all others.

Citation

Bhuian, S.N. and Kim, D. (1999), "CUSTOMER ATTITUDE TOWARD MARKETING MIX ELEMENTS PERTAINING TO FOREIGN PRODUCTS IN AN EMERGING INTERNATIONAL MARKET", International Journal of Commerce and Management, Vol. 9 No. 3/4, pp. 116-137. https://doi.org/10.1108/eb047393