Chinese consumers’ evaluation of foreign products: the influence of culture, product types and product presentation format

Chinese consumers’ evaluation of foreign products: the influence of culture, product types and... Underlines that marketers are interested in how consumers evaluate products sourced from overseas. Observes that, along with the globalization of business, more developing countries have become feasible markets for a variety of consumer goods manufactured in industrialized countries, yet relatively little research has investigated how consumers in those emerging markets evaluate foreign‐sourced products. Focuses on Chinese consumers’ evaluation of products made in the USA, Japan and South Korea. Suggests that country‐of‐origin (COO) information significantly influences Chinese subjects’ evaluation of the products from these countries, with a hierarchy of country of origin effects existing among the sample of Chinese consumers. Determines that products from the USA and Japan received more favourable ratings than those from South Korea and, contrary to prior belief, cultural similarity did not seem to moderate the COO effect. However, finds that product type and how COO and other product information were communicated to the subjects did seem to influence the subjects’ product evaluation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Chinese consumers’ evaluation of foreign products: the influence of culture, product types and product presentation format

European Journal of Marketing, Volume 30 (12): 19 – Dec 1, 1996

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569610153309
Publisher site
See Article on Publisher Site

Abstract

Underlines that marketers are interested in how consumers evaluate products sourced from overseas. Observes that, along with the globalization of business, more developing countries have become feasible markets for a variety of consumer goods manufactured in industrialized countries, yet relatively little research has investigated how consumers in those emerging markets evaluate foreign‐sourced products. Focuses on Chinese consumers’ evaluation of products made in the USA, Japan and South Korea. Suggests that country‐of‐origin (COO) information significantly influences Chinese subjects’ evaluation of the products from these countries, with a hierarchy of country of origin effects existing among the sample of Chinese consumers. Determines that products from the USA and Japan received more favourable ratings than those from South Korea and, contrary to prior belief, cultural similarity did not seem to moderate the COO effect. However, finds that product type and how COO and other product information were communicated to the subjects did seem to influence the subjects’ product evaluation.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1996

Keywords: China; Consumer behaviour; Country of origin; Image; Products

References

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