Is customer perceived value influenced by national culture in business to business marketing? An empirical investigation

Abstract

The study forms an empirical investigation that uses a census approach to determine which business factors are most valued by Asian toothpaste producers. A positivist approach, supported by an interpretivist philosophy is used to gain understanding of how culture affects perceived value in business-to-business relationships. This takes the form of deriving and testing a conceptual model, using a questionnaire as the research instrument. Covering 4 countries in the region (China, Indonesia, Japan and Korea) the study finds that while 'low cost in use' is a common desire for all respondents, a number of differences exist concerning the relative value of other business factors and elements forming these. A random sample of recipients was not used, but rather a focused census of toothpaste producers in the Asian region. This limits the scope of study's conclusions. Findings from the study are used to formulate recommendations that INEOS Silicas might follow to leverage competitive advantage in the region, based on cost, service and reliability. A difference in emphasis was found for each of these elements in the different counties surveyed.