Consumers' Attitudes toward Products and Associated Marketing Unethicality as Predictors of Buying and Using Preferences: The Case of Russia |
| |
Authors: | Olga Kvasova |
| |
Institution: | 1. School of International Business and Management , University of Central Lancashire , Larnaca , Cyprus olgakvasova@list.ru |
| |
Abstract: | This study examines (1) the differences in Russian consumers' attitudes toward European and domestic household goods and associated unethicality of firms' marketing practices, as well as the differences in consumers' buying and using preferences and (2) the effect of consumers' attitudes toward the products and associated marketing efforts on their buying and using preferences. The findings indicate that country of origin has a substantial effect on the attitudes of Russian consumers toward all product/marketing cues examined, whereas consumers' attitudes toward products and associated marketing unethicality are important determinants of their buying/using preferences. Implications and future research directions are discussed. |
| |
Keywords: | buying and using preferences country of origin marketing unethicality product attributes Russian consumers |
|
|