Abstract
This study aims to explore elite Sri Lankan consumer’s attitudes towards global and local
products and their propensity to seek Country of Origin (COO) information when purchasing
hedonic and utilitarian products. More specifically, the objectives of the research are to
investigate: (1) elite consumer’s attitudes towards global and local products; (2) to what
extent these attitudes differ across hedonic and utilitarian products; (3) if elite consumer’s
attitudes towards global and local products differ when buying products for specific purchase
occasions (for general use, personal use, for a special occasion and when buying a product as
a gift for a friend); and (4) whether there is a relationship between elite consumer’s attitudes
towards global and local products, and their propensity to seek COO information.The
researchers plan to take a positivist stance and distribute 500 self administered questionnaires
among wealthy Sri Lankan elites (with a high disposable income and high living standards).
The authors believe that the findings will contribute significantly to the existing body of
knowledge on COO by providing an insight about COO effects on elites. The elite market
segment may represent a profitable niche for marketers to avoid head-to head competition.
Original language | English |
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Publication status | Published - 5 Jul 2011 |
Event | Academy of Marketing Conference - University of Liverpool , Liverpool, United Kingdom Duration: 4 Jul 2011 → 7 Jul 2011 |
Conference
Conference | Academy of Marketing Conference |
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Country/Territory | United Kingdom |
City | Liverpool |
Period | 4/07/11 → 7/07/11 |