Author: Wong, Sau-ying Catherine
Title: The country-of-origin and brand effect on the evaluation of family car :a cross-regional study in China automobile market
Degree: M.Sc.
Year: 2000
Subject: Automobile industry and trade -- China
Brand choice -- China
Consumers' preferences -- China
Consumer behavior -- China
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Department of Business Studies
Pages: ix, 134 leaves : ill. ; 30 cm
Language: English
Abstract: Today's China automobile market is flooded with uni-national and bi-national family cars. Many family cars are either imported from abroad or are assembled locally through sino-foreign joint ventures. The present study provides empirical evidence to show the participation of COO and brand of family cars in the mind of Chinese consumers and how such perception would influence their product evaluation and purchase decision. The findings indicate that Chinese consumers do not have a favorable image of China's automobile industry and China-assembled family cars. The country image of China is much less favorable than that of Germany, Japan, and US. US-assembled Xiali(a China branded family car) was perceived to be the most reliable, prestige, technically advanced, and sophisticated products, when comparing to other foreign-assembled Xiali. The ranks of the overall rating of the four brands are Honda, Audi, Buick, and Xiali. This overall rating of brands is consistent to the overall rating of country image on automobile industries and productions as well. Besides, the present study reveals that demographic characteristics of respondents, and in particular, their gender, age, income and education level, do influence the evaluation of the attributes of family cars. Chinese consumers from different regions also have different perceptions toward family cars.

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