PDF《Country of Origin Effect》

BBA (Honours) Degree Programme Final Year Project Country of Origin Effect on products from Mainland China in Hong Kong Submitted to Supervisor: Geng Cui Prepared by Chan Man Yee (1076551) Tsang Pui Wa (1081673) Abstract This study examines the effect of the country of origin cue on Hong Kong consumers'

purchasing of products from the two countries―China and Japan.

The research findings suggest that the country of origin and brand image are the important evaluative criteria for Hong Kong consumer. There are three main objectives in the report. First is to explore the overall image of Mainland Chinese products in Hong Kong market. The other is to assess the impact of the country of origin on Mainland Chinese products in Hong Kong market. Last, we make some suggestions for improving the image of Mainland Chinese products in Hong Kong market. The literature review and survey give the picture of the image of Mainland Chinese products in other markets. Overall, Mainland Chinese products have a negative image in those markets. The country of origin effect influences the country image so much, there has a negative image towards China. Hong Kong people view Mainland Chinese products as old-fashioned, cheap and unattractive. To alleviate that, the Chinese businesses could improve their marketing strategies in Hong Kong, especially the marketing mix. They could change the product designs and packages with good brand names, put more emphasis on promotions and advertising, and improving the advertisements to adapt to the tastes of Hong Kong consumers. In addition, they could increase the number of retail channels that are more convenient for consumers to get information and easier to find the products. The low price of China brand products in Hong Kong gives people cheap and low-class impression. So, Mainland Chinese firms should raise the quality of products in order to set a higher price in Hong Kong market. Acknowledgements We have to thank some people for helping us to finish our project. First, we are mostly grateful to our supervisor, Dr. Geng Cui. He gave us many help and advance in this project. When we found any problems and difficulties, he would give us advance and direction for what to do, especially in designing the questionnaire and analyzing the outputs. We also thank for designing a time schedule for us to allocate our time and work in the project. In addition, we need to thank some friends who give us many useful opinions on designing the questionnaire and posters. Also, thank for their help in collecting the resources we needed. Finally, may we thank all those who given generous help and support throughout the dissertation process. Table of Contents Chapter Content Page Chapter

1 Introduction 1.1 Rationale

1 1.2 Purposes

2 1.3 Structure

2 1.4 Objectives

3 Chapter

2 Literature Review 2.1 country of origin

6 2.1.1 country of origin effect 2.1.2 Influence to country of origin

7 8 2.2 Country of production

9 2.3 Brand Image

10 2.4 Hong Kong Consumer Behavior

12 2.4.1 The Asian consumer behavior

12 2.4.2 Other factors

13 2.5 Summary

15 2.6 Hypothesis

17 Chapter

3 Methodology 3.1 Experiment

20 3.1.1 Poster design

21 3.2 Survey

21 3.2.1 Control of Manipulation

21 3.3 Sample

22 Chapter

4 Results and Analysis 4.1 Descriptive statistics of the sample

23 4.2 Manipulation check: Attitude towards advertising

25 4.3 Country of origin

26 4.4 Attitude towards brand

33 4.5 Intention to buy

36 4.6 Other variables and country of origin effect