TITLE

CHINESE CONSUMER ATTITUDES TOWARD AUTOMOBILE COUNTRY OF ORIGIN

AUTHOR(S)
Chike Okechuku; He Zhang
PUB. DATE
June 2012
SOURCE
European Journal of Management;2012, Vol. 12 Issue 2, p70
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
China is the world's largest producer and consumer of automobiles today, yet Chinese consumer behavior in this market has not been adequately studied. This study investigates the importance of country of origin and country image in Chinese consumer evaluation and purchase intentions of automobiles. Respondents were surveyed in ten cities across China. Conjoint analysis was used to derive the importance of country of origin relative to other attributes in preference judgments while multiple regression was used to derive the importance of the dimensions of country image in purchase intentions. It was found that country of origin is as important as brand name and more important than price, reliability, and safety in product evaluations. It was also found that superior prestige, reliability, and workmanship were the most important reasons for Chinese respondent purchase preference for foreign automobiles over Chinese brands. The implications of the results for foreign and domestic manufacturers are discussed.
ACCESSION #
78175669

 

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