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Reports on a study of the relative importance of 17 import decision variables as rated by Japanese import managers. A systematic sample of 52 managers representing different companies in Japan participated. The Japanese findings were compared with the US data from an earlier study by the author. Japanese importers rated product quality as the most important variable when importing products from overseas followed by timely delivery, price, and dependability of long‐term supply. The US importers, by contrast, were not as concerned with product quality but they rated timely delivery, price, long‐term supply dependability variables as high as their Japanese counterparts. Product safety was also of major concern to the Japanese importers (ranked 5th) but it ranked last (17th) in importance to US importers. Importing is equally important with exporting in international trade. Yet, the import purchasing study has received little attention. Further studies of a comparative nature in this field will serve to develop a theory of import purchasing behaviour.

The Lüscher colour test is used to compare colour associations in China, South Korea, Japan and the United States. Respondents were asked which colour they associate with words such as expensive, happy, love and dependable. They were also asked to relate the colours to countries, such as Italy and France; institutions, such as restaurants and theatres; and product packages, such as a soft drink label and a box of headache remedy. The findings show that, while some colours seem to show cross‐cultural consistency, other colours, such as purple and grey, hold opposite meanings in different cultures.

Reports a pilot study of the relative importance of import decision variables as rated by Australian managers. A systematic sample of 104 Australian managers representing different companies participated in the study. Australian importers rated product quality as the most important variable when importing products from overseas followed by long‐term suppliers’ dependability, product style/feature, price, and timely delivery. Australian managers who import consumer products find the domestic import duties and tariffs to be more important than did those who import industrial products. Larger volume importers regard the product brand name reputation to be more important than did those who import smaller volumes.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.