Valued product attributes in an emerging market: A comparison between French and Malaysian consumers

In the increasingly global environment, a fundamental question for many fir ms is whether to create a global strategy that will allow for the maximum u se of existing product offerings and marketing activities through standardi zation, or to what extent unique adjustments are required for success in a given local market. The purpose of this study is to compare sixteen product attributes, across three product categories (convenience, shopping, and sp eciality), nod the importance placed on these global attributes by consumer in a developed market (France) versus an emerging market (Malaysia) in the ir product evaluations. The results indicate that two of the studied produc t attributes (product quality and appearance) cart be standardized in globa l marketing strategies. The relevance of the other fourteen attributes is b ased on international market contingencies.