PRODUCT COUNTRY OF ORIGIN PERCEPTIONS OF CONSUMERS

IN PAKISTAN

Waqas SiddiqueSameer TariqSarah Masood

• Country of origin meaning.

• Pakistan offers many opportunities to international marketers.

• From 1950 to 1992 Pakistan grew by 700%.

• Ranking in the 27th fastest growing economy.

• Study where consumer attitude towards various marketing and product related dimensions as quality, value, image and promotion link with COO.

INTRODUCTION

• Exporters to the Pakistani market are likely to be interested in learning about any biases that middle-class consumers in Pakistan may have toward imported products from various countries.

• Pakistani manufacturers will benefit from learning how "Made in Pakistan" products are evaluated relative to imports by consumers.

INTRODUCTION (CONTD…)

• A product's COO is an informational cue which helps consumers evaluate products and develop attitudes towards them.

• The most direct way in which this cue can be given is through the product's "made in" label.

• Consumers' perceptions of a foreign country are often translated into consistent perceptions regarding the quality of products from that country.

BACKGROUND

• The study investigated COO perceptions of Pakistani consumers regarding products made in Pakistan, United States, Japan, China, South Korea, and Germany.

• The household electronic and electrical product category was selected because Products in this category are generally regarded as coveted durable possessions by the Pakistani middle class and are often seen as status symbols.

RESEARCH DESIGN

• The following research questions were addressed in the exploratory study:

• 1. How do Pakistani consumers rank products from the United States, Japan, China, South Korea, Germany, and Pakistan in terms of perceived quality, value, image, and promotion?

• 2. How are Pakistani consumers' general attitudes toward the six countries (in terms of economic, educational, and technological factors) reflected in the evaluation of products from these countries?

RESEARCH QUESTIONS

• Sampling frame for the study comprised business students at four premier colleges in Pakistan.

• The survey was distributed among 350 graduate business students.

• A total of 180 usable responses were received.

• Of the 180 respondents, 119 (66.1%) were male and 61 (33.9%) were female.

• The average age of the respondents was 23.1 years.

SAMPLING FRAME

• The subjects in the sample were given questionnaires that included scales to measure:

• i) Their perceptions regarding the quality, value, image, and promotion of household electronic and electrical goods made in the United States, Japan, China, South Korea, Germany, and Pakistan.

• ii) And scales to measure their general attitudes toward the six countries in terms of economic, educational, and technological factors.

• The respondents were asked on a 7-point liker scale (1 = strongly disagree, 7 = strongly agree) their extent of agreement with statements.

MEASURES OF CONSTRUCT

RESULTS (PRODUCT QUALITY)

• Product value was operationalized as perceived product quality relative to the price charged.

RESULTS (PRODUCT VALUE)

• Product image was operationalized in terms of perceived attractiveness and prestigiousness.

RESULTS (PRODUCT IMAGE)

• The measurement of promotion was made in terms of perceived advertising intensity and availability of product related information.

RESULTS (PROMOTION)

• When consumers have a positive attitude toward a country, they usually also have a favorable attitude towards its products.

RELATIONSHIP OF COUNTRY IMAGE AND PRODUCT EVALUATION

• Pakistani consumers seem to have a more favorable attitude toward imported products compared to domestic products along most dimensions

• Products from more developed countries were evaluated more positively by consumers than products from less-developed countries.

MANAGERIAL IMPLICATIONS

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