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An empirical assessment of the Consumer Agency Model: Evidence from India and China |
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| Authors: | Marko Grünhagen Rajiv P. Dant Benjamin Lawrence |
| Affiliation: | 1. School of Business, Eastern Illinois University, Charleston, IL, USA;2. mgrunhagen@eiu.edu;4. Department of Marketing and Supply Chain Management, University of Oklahoma, Norman, OK, USA;5. Department of Marketing, Griffith University, Brisbane, Australia;6. Cecil B. Day School of Hospitality Administration, Georgia State University, Atlanta, GA, USA |
| Abstract: | AbstractThis research empirically validates the Consumer Agency Model which illustrates consumer reactions to the introduction of new Western products to emerging markets. This study represents the first quantitative effort to test the framework in a comparative field study of consumer attitudes towards a franchised business in the two largest emerging markets globally, China and India. It builds on the original model with McDonald’s as the prototypical representative of the Western franchise industry. The analysis confirms existence of the Consumer Agency Model with remarkable similarity in both countries. Implications for franchise companies as they target the two investigated markets are provided. |
| Keywords: | Primary data cross-cultural research/measurement issues cluster analysis Asia: China & India Consumer Agency Model consumer behavior |