PDF《Country of Origin Effect》

38 4.6.1 Sex

38 4.6.2 Age

41 4.6.3 Education Levels

45 4.6.4 Income

48 4.7 Controlled manipulation

51 Chapter

5 Discussions 5.1 Conclusions

53 5.2 Limitations

55 5.3 Recommendations

56 5.3.1 Price

56 5.3.2 Product

57 5.3.3 Place

58 5.3.4 Promotion

59 Bibliography

60 Appendices

64 Chapter

1 Introduction In here, someone may wonder why studying the country of origin effect on Mainland Chinese products in Hong Kong since Hong Kong is a part of China. It is true that Hong Kong has been a part of China since 1997, however, the one country, two systems and unchanged for

50 years policies make Hong Kong people still considering Hong Kong as an independent city or even a country . Thus, they view the products from Mainland China are as from other countries. So we think the study is reasonable and interesting. 1.1 Rationale: Country of origin (COO) is the country in which the products are made. In fact, the country of origin effect has a great impact on the products, which do not have strong brand names. In the case of China brand products in Hong Kong, they do not have strong brand names or brand loyalty. In Hong Kong consumers'

minds are poor quality, low prices and old-fashioned in packaging and advertising. So many Hong Kong consumers do not consider to buy the products from Mainland China. Thus, the country of origin effect is essential to Mainland Chinese firms, which want to export to Hong Kong. As China market opens continually, Mainland Chinese firms have great opportunities to develop other countries'

markets. The first thing the firms have to do is to examine the problems that hinder their products success in other countries. Country of origin effect may be a major cause for the failure of China brand products in other markets since other countries may have similar attitudes towards China brand products as in Hong Kong. Besides, Hong Kong has a close relationship with Mainland China and act as a stepping-stone for Mainland Chinese firms to export to foreign markets, so our study of Mainland China products will mainly focus on Hong Kong. Is there really having a negative image towards China products in Hong Kong market? How can China brand products build a positive image? And, how can China brand products establish a better brand and product image? 1.2 Purpose: In the project, there are three objectives. First is to explore the overall image of China brand products in Hong Kong consumers'

minds. The other is to determine the degree of importance of country of origin effect cue compared with other salient attributes for evaluating or purchasing China brand products. Last is to make some suggestions on building up better brand and product image for Mainland Chinese products to get a positive country of origin. 1.3 Structure: First, stating the problems that are going to study. Then conducting a literature review on country of origin effect and brand image. After that is the hypothesis and methodology that includes survey and experiment to prove our assumptions. Also, analyzing the research outcomes and giving a conclusion. At the end, gives some recommendations on how Mainland Chinese firms overcome the country of origin effect on their products in Hong Kong market. 1.4 Objectives There are three objectives of the project. First is to assess the overall image of China brand products in Hong Kong consumers'

minds. Countries of origin effect influences people'

s evaluations on products and purchase decisions since people have different perceptions towards different countries and products. This is because each country has its own political, technological and economical environment. In Hong Kong consumers'