Journal of the Academy of Marketing Science

, Volume 10, Issue 3, pp 281–292 | Cite as

How European retailers view American imported products: Results of a product image survey

  • Phillip Niffenegger
  • John White
  • Guy Marmet


With the dimensions of international trade widening each year, and the oil generated U.S. balance of payments deficit unacceptably high, the need for American firms to export their products to overseas markets has never been greater. Formulation of a successful export marketing strategy for the European Community can be greatly assisted by gaining some insight into how the consumers and businessmen in the various European member nations view American products. With this in mind, a total of 163 retail store managers in Britain and France were asked to rate products “made in the U.S.A.” on each of 13 product image dimensions, and to “vote” for which of the 3 countries offered the products of greatest value in 6 different consumer product categories. The results offer some useful insights for U.S. firms seeking to tap the potential consumer markets in Britain and France.


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Copyright information

© Academy of Marketing Science 1982

Authors and Affiliations

  • Phillip Niffenegger
    • 1
  • John White
    • 2
  • Guy Marmet
    • 3
  1. 1.Murray State UniversityMurrayUSA
  2. 2.Hong Cong PolytechnicHong Cong
  3. 3.I.U.T. de Lyon IIFrance

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