Trading Up A Consumption Value Approach


The purpose of this study was to examine the phenomenon of trading up among Korean university students. A total of 223 usable surveys were analyzed. Fifty-one product categories were reported for trading up, and divided into four classifications: clothes, fashion accessories, small electronics, and other appliances. These four classifications were significantly associated with brand types, retailing formats, and information sources.

Finally, respondents were classified into three groups according to consumption values and Valus group exhibited different relationships with the marketing mix variables. Taylor, Doo-Hee Lee (ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Volume 18) Emerald Group Publishing Limited, pp.115 - 137. Fifty-one product categories were reported for trading up, and divided into four classHeewon Sung, Volume 18 Editor(s): Charles R.

Fifty-one product categories were reported for trading up, and divided into four class.




Trading Up A Consumption Value Approach

Trading Up A Consumption Value Approach