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An investigation into the perceptions of Chinese consumers towards the country-of-origin of dairy products

journal contribution
posted on 27.02.2019, 00:00 by Rongbin Yang, Rooma Ramsaran, Santoso Wibowo
The dairy incident in 2008 influenced Chinese residents’ attitudes towards domestic and foreign brands in the market. This paper highlights the strong consumer perceptions existing in the Chinese dairy market towards the country of origin of dairy products. Chinese residents generally believe dairy products from foreign countries are superior than those from China. A new theoretical framework is developed to explore the driving factors of country-of-effects and its corresponding impacts. Consumers’ image of different countries and national stereotypes, consumer ethnocentrism and animosity, product familiarity and experience, product involvement and some cultural value differences were found to drive country-of-origin effects. These effects directly impact on consumer's perceived quality, brand awareness, brand association and loyalty towards the related goods in the market, then influence the brand equity of products from different countries. This study provides a better understanding of country-of-origin effects on consumer behaviour, and will help relevant domestic and foreign firms improve their business strategies in China. © 2017 John Wiley & Sons Ltd

History

Volume

42

Issue

2

Start Page

205

End Page

216

Number of Pages

12

eISSN

1470-6431

ISSN

1470-6423

Publisher

Wiley-Blackwell Publishing, UK

Peer Reviewed

Yes

Open Access

No

Acceptance Date

08/10/2017

Era Eligible

Yes

Journal

International Journal of Consumer Studies

Exports