| Consumer views of domestic versus foreign branded products were researched in Bangkok, Thailand. The experiment was conducted at four shopping malls in Bangkok, using perceived quality, perceived value as well as willingness to buy measures. As hypothesized, the average quality rating, value rating, and willingness to buy foreign brands were rated higher than domestic branded products. Both foreign brands extrinsic and intrinsic cues induce greater consumer's perceptions of quality, value as well as greater willingness to buy, although they are higher price than domestic brands. These findings reflect the preferences for foreign brands rather than domestic brands. Despite that government has urged to “Buy Thai”. Additionally, the results of the analysis show that consumers' evaluations are driven primarily by the extrinsic cues that these products display rather than intrinsic characteristics. Another conclusions that can be drawn is a positive and significant relationship exist between perceived quality and perceived value with willingness to buy. Implications for marketers, and domestic manufacturers, and future research are drawn. |
