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The role of consumption orientation in consumer food preferences in emerging markets

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  • Salnikova, Ekaterina
  • Grunert, Klaus G.

Abstract

Global marketers are widely implementing global or local product positioning in an attempt to appeal to consumers in international markets. However, there is no consensus in homogenization versus heterogenization of consumer needs and globalization vs. localization of the marketplace.

Suggested Citation

  • Salnikova, Ekaterina & Grunert, Klaus G., 2020. "The role of consumption orientation in consumer food preferences in emerging markets," Journal of Business Research, Elsevier, vol. 112(C), pages 147-159.
    • Handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:147-159
    DOI: 10.1016/j.jbusres.2020.03.006
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