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Exploring how the individual consumer may resist toward foreign products: a qualitative research


Abstract:

The aim of this paper is to explore the ways by which Tunisian consumers may resist toward foreign products. The results obtained by inductive thematic analysis of 14 in-depth interviews present a new classification of consumer resistant behaviors within three main categories according to logical similarities between extracted themes and codes: basic, escalatory & compensatory groups. Two major types of relations were found between the three extracted themes in either progressive or synchronic associations. Results were discussed and future implications were assessed.

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