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Product country of origin perceptions of consumers in
1. PRODUCT COUNTRY OF
ORIGIN PERCEPTIONS OF
CONSUMERS IN PAKISTAN
Waqas Siddique
Sameer Tariq
Sarah Masood
2. INTRODUCTION
• 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.
3. INTRODUCTION (CONTD…)
• 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.
4. BACKGROUND
• 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.
5. RESEARCH DESIGN
• 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.
6. RESEARCH QUESTIONS
• 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?
7. SAMPLING FRAME
• 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.
8. MEASURES OF CONSTRUCT
• 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.
10. RESULTS (PRODUCT VALUE)
• Product value was operationalized as perceived product quality
relative to the price charged.
11. RESULTS (PRODUCT IMAGE)
• Product image was operationalized in terms of perceived
attractiveness and prestigiousness.
12. RESULTS (PROMOTION)
• The measurement of promotion was made in terms of perceived
advertising intensity and availability of product related information.
13. RELATIONSHIP OF COUNTRY IMAGE
AND PRODUCT EVALUATION
• When consumers have a positive attitude toward a country, they
usually also have a favorable attitude towards its products.
14. MANAGERIAL IMPLICATIONS
• 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.
