PDF《Country of Origin Effect》

minds, they have negative attitudes on China brand products, such as old-fashioned, cheap, etc. So, there is negative country of origin effect on China brand products in Hong Kong market. To prove whether it is true or not, there needs supports from primary data and secondary data. This is the first reason for doing this project. Second objective is to determine the degree of importance of country of origin cue compared with other salient attributes for evaluating or purchasing China brand products. Apart from the country of origin cue, there are several variables affect the consumers'

purchase of Mainland Chinese products. We choose a specific product: electric appliance (television) for our study in the project. Consumers'

attitude towards electric appliance may influence their purchase of the products, which are in China or foreign brands. Besides, consumers'

attitude towards brand image may also affect their purchase decision among different brands of products. There are some factors help constructing consumers'

attitudes towards brand image, such as advertising, quality, price, technology and package. Moreover, other variables, such as sex, age, income and educational level can also influence consumers'

purchase decisions among different brand products. On the other hand, this project mainly focuses on Hong Kong consumers, so the purchasing behavior of Hong Kong consumers is essential for testing their purchase of Mainland Chinese products. Finally, the third objective of the project is to give suggestions on building better brand and product images for Mainland Chinese products to eliminate the negative country of origin effect. Figure

1 shows the relationship between country image and brand image.

1 is represented a product that has a positive brand image and positive country image.

2 is represented a product that has a positive country image but negative brand image.

3 is that a product has a positive brand image but negative country image.

4 is represe........