Cross-Cultural Comparison of Consumer Attitudes toward US Brand Jeans -among Korean and Mexican consumers-

미국산 청바지에 대한 소비자 태도의 비교문화 분석 -한국과 멕시코의 남녀소비자를 대상으로 -

An understanding of consumers' evaluative processes and the consumer variables that influence cross-cultural evaluations of foreign products is essential to effectively penetrate international markets. This study compared consumers in two developing countries, Korea and Mexico, regarding their product evaluations and purchase intentions for US Levi's jeans. Both Korean and Mexican consumers are generally quality and price conscious. Korean consumers appeared to be more value-conscious than Mexican consumers. Mexican consumers exhibited high level of brand and prestige conscious behavior. Findings in this study support that culture bound consumer characteristics vary from country to country resulting in differences in perception of quality, value and purchase intentions for a particular product. The perception of product quality differs from perception of value and subsequent willingness to buy. For a comprehensive understanding of consumer purchase behavior, the impact of value-conscious attitude on percetion of quality and on purchase intentions should be examined.