Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid...

A comparative study was made by Coopers and Lybrand on the importance of various management areas. Of the executives surveyed in the early 1980's, only 29 percent perceived marketing as being most important. In 1985, 64 percent of the respondents felt that the most important area of the firm was...