An Interregional and Intercultural Perspective on Subcultural Differences in Product Evaluations

The role of country of origin in product evaluations is examined at the subnational level, based on a study of the views of English-speaking versus French-speaking Canadians toward products from seven culturally 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, are discussed. The study suggests there is a need far more research in this area. It also suggests that firm strategies should account for subcultural differences and their influences on consumer behaviour