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Quantifying Differences in Product Attributes Perceptions: The Case of Washing Machines in the UK and Germany

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Proceedings of the 1995 World Marketing Congress

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Abstract

This paper explores whether, and to what extent, different consumer perceptions form barriers to product standardization across two EU countries. Using washing machine purchases in Britain and Germany as empirical backdrop, an attempt is made to quantify the impact of different product attributes on the overall product preferences of consumers in both countries. Within the context of seventeen product attributes, particular emphasis is placed on the value of country-of-origin and ecological friendliness. A partially-individualized conjoint analysis provides two managerially useful results: First, product development is aided through identifying key preference drivers. Second, the scope for product standardization is illustrated through identifying those product attributes that are valued differently in Britain and Germany.

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Author information

Authors and Affiliations

  1. Thunderbird - The American Graduate School of International Management, Melbourne, Australia

    B. B. Schlegelmilch

  2. University of Wales, Melbourne, Australia

    A. Diamantopoulos & J. P. Du Preez

Authors
  1. B. B. Schlegelmilch
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  2. A. Diamantopoulos
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  3. J. P. Du Preez
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Editor information

Editors and Affiliations

  1. Monash University, Melbourne, Victoria, Australia

    K. Grant

  2. Monash University, Melbourne, Victoria, Australia

    I. Walker

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Schlegelmilch, B.B., Diamantopoulos, A., Du Preez, J.P. (2015). Quantifying Differences in Product Attributes Perceptions: The Case of Washing Machines in the UK and Germany. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_45

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