This research study aims at making great contribution to the existing literature on country of origin concept from the viewpoint of the Chinese customers. This study will specifically investigate two key points. Firstly, the significance of the manufacturing nation of the product compared to the attributes of the choice of the Chinese consumers and secondly, the relative significance of the country image aspect of the consumer’s preference of the foreign goods.
It is important to conduct a systematic investigation regarding the concept of country of
origin in the developing countries as it has its effects on the exporters, foreign manufacturers,
domestic manufacturers, marketers, and various channel intermediaries wishing or doing business in such countries. It also has its effect on the policy makers and government of the developing nations trying to develop domestic manufacturing competencies during intense
competition from the foreign brands and also for the academics that are interested in comprehending the behavior of the consumers in the developing countries (Barbosa, 2010).
Table of Contents
1. Introduction
2. Background
3. Research Question
4. Research Aim
5. Research Objectives
6. Literature Review
7. Research Method
8. Research Limitation
Research Goals and Core Themes
This research study aims to analyze the current state of the Chinese automotive industry and identify the factors driving its rapid growth while facing intense competition from global automobile manufacturers. The study focuses on understanding consumer behavior patterns and the influence of "country of origin" perceptions on purchase decisions within the Chinese market.
- Evaluation of the Chinese automotive industry's development and market landscape.
- Analysis of consumer behavior models, including cognitive and environmental factors.
- Investigation into the "country of origin" effect on brand preference and purchase intention.
- Comparison of domestic Chinese brands versus foreign giant companies.
- Identification of competitive barriers for local manufacturers in the global market.
Excerpt from the Book
Country of origin in Chinese consumer choice
There have been few studies that have studied the effect of country of origin on the choice of Chinese customers. The overall result showed that a product’s country of origin is a significant consideration for the choice of Chinese customers in various product types. It was seen that the country of origin is a significant element in evaluating wine in a specific cue situation with the Chinese respondents likely to prefer imported or foreign brands to the domestic goods. The actual behavior of the respondents differed from their preference regarding Chinese grocery goods compared to the foreign goods. Country of origin was found to create a positive impact on the evaluation of the Chinese customers on milk powder produced in New Zealand (Zhao S. , 2012).
It also affected the rating of the respondents regarding the retail stores where the Shanghai respondents rated foreign stores better compared to the domestic stores whereas Chengdu respondents had rated the domestic stores in a more favorable manner compared to the foreign stores. It also affected the purchase decision of the Chinese respondents in around 9 product categories out of 12. It created a negative impact on the purchase decision of the Chinese respondents for goods made in Japan because of the way Japan treated China during Second World War. The Chinese producers passed off the domestic goods as West made so as to sell them from home. In 2009, the Indian government protested this act of the Chinese officials strongly regarding Chinese apparel, textile, and pharmaceutical manufacturers for putting ‘Made in India’ fake labels on the goods exported to the developing nations (Zhao S. , 2012).
Summary of Chapters
1. Introduction: This chapter outlines the explosive growth of the Chinese automotive industry since 2008 and sets the stage for investigating the role of consumer behavior in a competitive landscape.
2. Background: This section provides context regarding the lack of adequate research on Chinese consumer behavior and introduces the significance of country image in purchase evaluations.
3. Research Question: This chapter poses critical questions about the survival of the Chinese auto industry against foreign competitors and whether consumer preferences lean toward domestic or international brands.
4. Research Aim: This chapter defines the core purpose of the research, which is to examine the current state of the industry and the factors contributing to its growth.
5. Research Objectives: This section details the specific goals, including studying market competition, consumer behavior concepts, and factors hindering domestic growth.
6. Literature Review: This chapter synthesizes academic theories on consumer behavior, the influence of extrinsic cues like price and country of origin, and the specific dynamics of the Chinese auto market.
7. Research Method: This chapter details the quantitative approach used, including a survey of 100 respondents and the use of conjoint analysis to rank product attributes.
8. Research Limitation: This section acknowledges the scope constraints of the study, specifically regarding the participant demographic and the focus of the quantitative feedback.
Keywords
Chinese Auto Industry, Consumer Behavior, Country of Origin, Market Competition, Purchase Intention, Quantitative Research, Conjoint Analysis, Foreign Brands, Domestic Manufacturing, Brand Image, Consumer Choice, Automotive Market, Strategic Alliances, Global Competitiveness, Economic Development.
Frequently Asked Questions
What is the primary focus of this research study?
The study primarily investigates the competitiveness of the Chinese automotive industry and how Chinese consumers perceive and choose between local brands and foreign automotive giants.
What are the central themes discussed in the work?
The work explores consumer psychology, the "country of origin" effect, market growth dynamics, and the influence of extrinsic product cues like brand name and price.
What is the core research question?
The research asks whether the Chinese auto industry can sustain itself amidst intense competition from foreign brands and whether consumer preferences are shifting toward local companies.
Which scientific methodology is applied here?
The study employs a quantitative research technique, utilizing surveys of 100 respondents and conjoint analysis to evaluate the significance of various product attributes.
What topics are covered in the main section of the book?
The main sections cover industry background, theoretical frameworks of consumer behavior, the impact of country image, and the specific design of the conducted market survey.
How would you summarize the work using key terms?
The work is characterized by terms such as Chinese Auto Industry, Consumer Behavior, Country of Origin, Conjoint Analysis, and Competitive Market Strategy.
How do Chinese consumers perceive foreign vs. domestic goods?
The study indicates that consumers often associate foreign goods with higher quality and prestige, though these perceptions are complex and influenced by history, branding, and economic development.
What specific role does "country of origin" play in the consumer's decision-making?
It serves as an important extrinsic cue that allows consumers to infer product attributes like reliability, quality, and performance, especially when they lack direct experience with a brand.
- Citar trabajo
- Alex Ngumbi (Autor), 2012, Consumer behavior analysis of Chinese Auto Industry against foreign giant companies, Múnich, GRIN Verlag, https://www.grin.com/document/265539
