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Keywords: US consumers
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2013) 17 (3): 306–321.
Published: 05 July 2013
... with a university in southern India. Findings The attributes assigned to Kano's categories of must‐be, performance, and attractive were found to be different by respondents from the USA and India. For example, “fitting” is classified as a must‐be category for US consumers while it belongs to performance...
