The Country Of Origin And The Consumer Behavior

China has grown rapidly to become one of the largest manufacturing countries in the world. Products from China can be seen everywhere today and the label Made in China is more of rule than an exception. The question is how world consumers will react with the Chinese product brands? And how to improve the image of these emerging brands?The purpose of this dissertation was to investigate the consumer's attitudes towards Chinese product brands taking Japanese Sony product as a print of comparison for our survey. The study also analyzed differences in sex, age, income and educational level.To collect the necessary data a questionnaire was handed out to 19 countries from five continents. The sample consisted of 196 answers which can be assumed to represent each continentThe literature review and survey reflect the image of Chinese products in other markets. Overall the Chinese have a negative image in those markets .The country of origin effect influences the country image so much. Consumers view Chinese products as old-fashioned, cheap and unattractive.To alleviate that, Chinese businesses could improve their marketing strategies in all the markets that where we surveyed, especially the marketing mixes. They could change their product technology designs and packaging with good brand names, put more emphasis on promotions and advertising, and improve their advertisements to adapt to the tastes of other markets consumers. In addition, they could increase the number of retail channels that are more convenient for consumers to get information and easier to find products. The low prices of China brand products gives people cheap and low class impression. So Chinese firms should raise the quality of products in order to set a higher price in other markets.