In order to provide the Chinese home appliance manufacturers consortium with assistance in achieving their goal of improving the “Made in China” image, our first objective was to accurately define the perception of products that are “Made in China.” In particular, to determine whether or not “Made in China” has a negative connotation in the U.S. marketplace and if so, to better understand the contributing factors to this perception. First, we conducted secondary research consisting of a review of literature and statistical studies. The focus was on the broader topic of a product’s country-of-origin and its effect on the consumer purchase decision process. Second, we focused on the specific impact of “Made in China” on purchase behavior. Third, to gain further insight into the consumer perception of “Made in China” in the home appliances category, we conducted primary research in the form of consumer surveys, retailer interviews and secret shopper studies. Finally, we conducted......
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Approximate Word Count: 3839
Approximate Pages: 15 (260 words per double-spaced page) |