Conceptual equivalence

In international marketing research, it is critical to establish equivalence of scales used to obtain data from different countries. In this regard conceptual equivalence deals with the interpretation of brands, products, consumer behaviour, and marketing effort. For example, promotional sales are an integral component of marketing effort in countries where there is proliferation of brands and supply exceeds the demand. However, in countries where there is a shortage of brands and where the demand exceeds the supply, consumers view these promotional sales with suspicion because they believe that the product or brand being promoted is of poor quality.