Country-of-Origin effect under alternative presentation formats for hybrid products

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Country-of-Origin effect under alternative presentation formats for hybrid products

 

Author: Sin, Michael Kai-chung
Title: Country-of-Origin effect under alternative presentation formats for hybrid products
Degree: M.Sc.
Year: 1996
Subject: Consumers' preferences -- China -- Hong Kong
Trademarks
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Pages: ix, 111 leaves : col. ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1232276
URI: http://theses.lib.polyu.edu.hk/handle/200/4106
Abstract: The global market today is characterized by the proliferation of hybrid(bi-national) products, or products that are branded in one country while actually manufactured in another. Previous studies on hybrid products have generated useful insights into the understanding of COO concepts. The present study provides empirical evidence concerning the effect of incongruent COO/brand information projected by hybrid products on consumers' perceptions. Various product information presentation formats( i.e. single cue, multiple explicit cues and multiple implicit cues) were investigated. Low involvement products were studied in the context of Hong Kong. The results provide support for a strong brand effect in the presence of COO and other product cues. Brand effect was strongest for shampoo, and was less strong but still significant for eye drops. Brand effect appears to be product attribute specific and consumers use brand to predict the quality of certain product attributes. The results indicate that the effects of COO were inconsistent. COO affected consumers' perceptions of certain product attributes of eye drops whereas it did not affect consumers' perceptions of product attributes of shampoo. Comparatively, COO effect was less significant than brand effect on consumers' perceptions of various product attributes and purchase intention. That the presentation format is able to moderate the effects of COO and brand was not supported. The findings also indicate that Hong Kong consumers considered China-made products as a cheaper alternative amongst different brands. They seemed to accept the quality of various attributes of low involvement products that were made in China. In addition, Hong Kong consumers are very much concerned with brand image in product perception. Managerial implications of the findings and future research directions are also discussed.

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