A look at product attributes as enhancers of group integration among US and Korean consumers

The framework of this paper was to examine the segmenting of consumers by the importance of group integration, and then determine if variations exists between these two groups as to the importance of product attributes when purchasing a product. Factory workers and students in the USA and Korea were surveyed with questions designed to measure group integration using an individualism/collectivism scale, and price and brand importance using a revised decision making scale cross‐culturally. The findings implied that consumers with individualist/collectivist characteristics exist in both Korea and the USA. It further implied that variations in the importance of product attributes exist between the groups. Price was found to be more important to collectivist in both cultures than to individualist.