The Impact of Status Orientations on Purchase Preference for Foreign Products in Vietnam, and Implications for Policy and Society

Mai, Nguyen Thi Tuyet; Smith, Kirk

doi:10.1177/0276146711421786

Cited by 25 publications

(11 citation statements)

References 28 publications

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“…Brazil), customers have experience with modern retailing and can develop better store image perceptions than customers in less developed markets, where customers continue to shop mainly in traditional retail outlets. Diallo (2012) also highlights the importance of image factors for customer purchase behaviour in Brazil's retail environment, whereas Vietnamese customers emphasise other factors, such as perceived store value or traditional orientation status (Diallo, 2015;Mai and Smith, 2012). Therefore, we propose: H1.…”

Section: Hypothesis Developmentmentioning

confidence: 98%

“…The service dimension also demands careful management; personnel training should mirror the local culture. Mai and Smith (2012) stress the importance of status orientation for foreign product purchases by Vietnamese customers. Consequently, modern retailers should actively seek to offer high-value merchandise and develop their ability to express care for others in Vietnam, as well as in Brazil, where service is a key element for customers who consider social interaction paramount.…”

Section: Managerial Implicationsmentioning

confidence: 98%

“…Young adults represent a group worthy of particular concern. Some young Vietnamese customers, by virtue of their wealthy parents, talk on the newest cell phone models, sport foreign-branded fashions, and drink imported wines (Mai and Smith, 2012). These customers represent a good target to foster retail innovation acceptance in emerging countries.…”

Section: Managerial Implicationsmentioning

confidence: 99%

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Store image perceptions and customer knowledge cues in emerging markets

Diallo

Cliquet²

2016

IJRDM

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Purpose International retailers operating in different emerging countries should figure out how their store image is perceived across these countries and whether they should adapt or standardise the retail offer. The purpose of this paper is to investigate how store image is perceived across different emerging markets and how it relates to customer knowledge cues and personal characteristics. Design/methodology/approach A store-intercept survey undertaken in Brazil and Vietnam generated 505 usable responses from customers of two metropolitan cities (Brasilia and Hanoi), respectively, in Brazil and Vietnam. The questionnaires were collected in Extra (Brazil) and Big C (Vietnam) retail chains belonging both to the same group (Casino, France). Findings Overall, this paper reveals that emerging market customers assess positively modern retail stores and are concerned about services, merchandise, and store layout when shopping. More specifically, the results indicate differences and similarities between Brazilian and Vietnamese customers in terms of store image attributes, store image dimensions, and overall store image. Moreover, customer knowledge of retailers affects store image perceptions at different levels in both countries. Also, significant differences arise across age, gender, and education in both countries, but not across household income categories. Research limitations/implications Respondents were customers of only two emerging markets (Brazil and Vietnam) and shoppers of two retail chains (Extra and Big C). Caution should therefore be exercised when generalising the results to other emerging markets. Practical implications The paper shows both differences and similarities in store image perceptions in different emerging countries. Because store layout is more positively rated in Brazil than in Vietnam, retailers should be careful to that attribute. In both countries, to improve assortment perceptions, managers might focus on first price (budget) store brands, which can help diversify the assortment and attract less wealthy customers. The service dimension also demands careful management, but personnel training should mirror the local culture. Originality/value This research highlights differences and similarities between Brazilian and Vietnamese customers in terms of store image perceptions. It shows that store image mechanisms are similar in emerging countries as in developed countries. Furthermore, the paper is the first to relate store image perceptions to customer knowledge cues in emerging countries.

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Section: Hypothesis Developmentmentioning

confidence: 98%

Section: Managerial Implicationsmentioning

confidence: 98%

Section: Managerial Implicationsmentioning

confidence: 99%

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Store image perceptions and customer knowledge cues in emerging markets

Diallo

Cliquet²

2016

IJRDM

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“…Furthermore, the present findings support the contention that "consumer affinities could be an attractive option for overcoming ethnocentric barriers" (Oberecker et al, 2008, p. 51). It thus can be concluded that although multiple studies have recognized the adverse influence of CET on consumer transnational buying decisions (Ishii, 2009;Klein et al, 1998;Mai and Smith, 2012;Suh and Kwon, 2002), this is not the case for products from the affinity country.…”

Section: Practical Implicationsmentioning

confidence: 99%

Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model

Guo

Cheng

2018

JCM

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Purpose This study aims to clarify the relationship between two plausible conflicting attitudes in cross-cultural context-consumer affinity and consumer ethnocentrism (CET) and to explore their interactive effect on product trust and willingness-to-buy. Design/methodology/approach A total of 392 usable responses were obtained. Previously validated scales of consumer affinity, CET, product trust and willingness-to-buy were used and showed good reliability. Hierarchical multiple regression and the bootstrapping method were conducted to test the hypotheses. Findings This study revealed that consumer affinity is positively associated with product trust, which in turn promotes consumers’ intention to buy products from the affinity country; CET moderates the relationship between consumer affinity and product trust; and CET also moderates the mediating effect of product trust on the relationship between consumer affinity and willingness-to-buy. Research limitations/implications First, this study helps to explain how consumer affinity boosts willingness-to-buy, and it reveals the type of consumers whose product trust is most notably influenced by their level of ethnocentrism. Second, this study examines the moderating effects of CET on the relationship between consumer affinity and product trust, which can help to identify the situations in which consumer affinity influences product trust most strongly. Third, this study examined the interactive effect of consumer affinity and CET on product trust and its subsequent effect on willingness-to-buy. The findings help to explain the CET’s critical role in the effect of consumer affinity by relating it to the literature of product trust and willingness-to-buy. Practical implications Given the crucial role that consumer affinity plays in improving consumers’ trust in and buying intention for a country’s products, governments, multinational enterprises and international marketers should strategically construct, maintain and magnify a positive national image to the world. This study’s results also clarify that consumer affinity does not conflict with CET; not only can they coexist but also they are positively related. The crucial implication is that CET is not always a barrier to purchasing foreign products. Originality/value Although research interest in consumer attitudinal conflict issues is increasing, the real relationship and interactive effects of plausible conflicting attitudes between consumer affinity and CET remain to be understood. This study bridges a gap between CET and willingness-to-buy by considering the boundary conditions of consumer attitudes toward a specific country (inherent in consumer affinity). Furthermore, this study is, to the best of the author’s knowledge, the first to link consumer affinity with willingness-to-buy through the mediating effect of product trust. These findings are helpful for understanding how consumer affinity positively effects willingness-to-buy.

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“…Nguyen et al (2008) have found that consumer positively influenced imported product judgement such as the level of awareness, understanding and acceptance of the values of other culture. Moreover, Nguyen and Smith (2012) identified Vietnamese consumers have negative impact of ethnocentrism and the positive influence of modern status orientation such placing a high value on luxury objects, being rich, and being talented enough to earn a high income, thus they willingness to buy imported products and travel oversea countries.…”

Section: Business and Economic Researchmentioning

confidence: 99%

Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad

Tien

2018

BER

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AbstractsWith the significant growth of business globalization has brought major change to consumption patterns. This leads the operation and marketing activities of business must be change to adapt this challenges, specifically international marketing. Consumer affinity is one of these important approaches. Consumer affinity refer emotional connections forged between consumers and a particular brand or business. In recently, Vietnamese prefer to travel abroad than domestic. Hence, this study will explore the attitude and behavior of the local people in the tourism -toward travel in other countries should done first, this study is done for that objective. To gain the findings which are as guideline for tourism marketingtravel discipline, the deductive and qualitative research approaches are adapted, which is data come from two sources of primary and secondary data. The results showed that consumer affinity impacts the attitudes and behavior of local people toward on willingness to buy and the willingness to travel more for foreign countries. The study is expected to contribute not only to practice but also theory or consumer affinity with the further researches.

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The Impact of Status Orientations on Purchase Preference for Foreign Products in Vietnam, and Implications for Policy and Society

Cited by 25 publications

References 28 publications

Store image perceptions and customer knowledge cues in emerging markets

Store image perceptions and customer knowledge cues in emerging markets

Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model

Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad

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