This document discusses how marketers can influence consumer perceptions of a product's country of origin. It explores building country images through mental associations with certain traits, such as seeing France as stylish, Japan as having high-quality electronics, and India as specialized in IT and software services. The document also examines Haier's strategy to manage perceptions of their products' Chinese origin.

1. Country of origin effects
How do marketers
influence it?

2. •
Building country images
Consumer perceptions of country of origin
Consumer perceptions of country of origin

3. Country of origin
effects
Mental associations and beliefs triggered by a
country.

4. Country of origin effects
Japanese driven art and
engineering
Deep indian values
Centre for yoga and
spirituality

5. Consumer
perceptions of
country of origin

6. If its french, it must be stylish

7. USA FOR TOYS, SOFT DRINKS
JAPAN FOR
ELECTRONICS
INDIA FOR IT AND ITeS

8. Haier Strategy