La. Heslop et al., AN INTERREGIONAL AND INTERCULTURAL PERSPECTIVE ON SUBCULTURAL DIFFERENCES IN PRODUCT EVALUATIONS, Canadian journal of the Administrative Sciences Association of Canada, 15(2), 1998, pp. 113-127
The role of country of origin in product evaluations is examined at th
e subnational level, based on a study of the views of English-speaking
versus French-speaking Canadians toward products from seven culturall
y linked origins. The findings show that, the closer the origin region
is perceived by the consumer the stronger is the influence of culture
on product assessments. Important differences between the two groups,
particularly concerning attitudes toward products from Great Britain
and France and those from industrialized and less developed regions, a
re discussed. The study suggests there is a need for more research in
this area. It also suggests that firm strategies should account for su
bcultural differences and their influences on consumer behaviour.