H3, however, was supported: Indians are significantly more positive about
economizing than are Americans. The relationship of attitude toward
economizing and perceived acceptability of price was negative as expected
(H5). The direction of relationship between perceived quality or brand !
perceived value, as well as between perceived price acceptability ! perceived
value, were both positive as anticipated, thus supporting H6 and H7. Finally,
the relationship between perceived value ! willingness to purchase was also
positive, thus supporting H9.