Do You See What I See? A Cross-Cultural Investigation of Consumer Perceptions of the Educational Product

This study examined the differences in cross-cultural perceptions of educational services between Asian-American and Caucasian-American consumers. Using the theoretical framework of the Marketing Lens Model (MLM), specific measures of consumer ratings of importance, quality, and satisfaction with educational service elements were made. Four hypotheses related to cross-cultural differences between the two cultural groups were developed and tested. Significant differences were found regarding each of the four hypotheses. Results and managerial implications of those differences are discussed.