• Title/Summary/Keyword: U.S.A, Chinese and Indian Consumers

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An Empirically Comparative Study on the Purchasing Attitude to Korean Automobiles of American, Chinese and Indian Consumers : Focusing on Hyundai Automobile (미(美)·중(中)·인(印) 소비자들의 한국 자동차 구매태도에 관한 비교연구 : 현대 자동차를 중심으로)

  • Yoon, Seong-Hwan
    • International Area Studies Review
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    • v.14 no.1
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    • pp.161-181
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    • 2010

  • This thesis researches how country image and product attributes as well as brand personality influence U.S.A, Chinese and Indian Consumers' Korean automobile brand selection and the strategic implications of this study are as follows. First, Country image and Brand personality have more influence on U.S.A Consumers than Chinese and Indian consumers on selection of Korean automobiles. Second, All three of consumers have more influence by product attributes than other two factors, Chinese consumers has more influences by product attributes than U.S.A and Indian consumers have. Throughout this study it can be acutely recognized that brand personality and product attributes as well as country image influence on selection of automobiles made in Korea although there exist differences among three other consumers. This study suggests Hyundai automobiles in U.S.A, China and India need effort to develop representative brands with a unique personality.