The Effect Of Country-of-origin And Price Discount On Consumers' Product Evaluations

In a globalized market, the competition of enterprises may be happened on every corner of the world。For different enterprises ,whose targeted market, the category of the business, geographical distribution, or cooperation partners, will spread out many kinds of possibility, So the products and services consumed by customers will be full of different combinations. Just is the result of globalization division contributed that the so-called'hybrid'by Chao(1993) became an important part of the human's life( hybrid is the product through more than one country producting together but in charge of different links). Corresponding, the consumer hybrid evaluation processing, will be more complex than the evaluation processing facing the product manufactured by a single country. To the operator of the business, it is a very arduous task of measuring and comparing the consumers'evaluation on different country images of hybird, thereby setting the optimal country-of-origin distribution and planning marketing strategy .As the research on country image which began at the 1960s continuous in farther, the country image as an important variable effecting the consumer evaluation, and its importance has been widely recognized. However, many of these research results is based on a premise of a single country image, so if the results is valueble for nowadays society full of many kinds of hybirds needs to be further supplementary study. Of course,faceing the phenomenon that the hyprid come to enrich, part of the scholars also change the key point of the research from single country image to multiple country image.Han and Tepstra bringed up the concept of Bi-National Products, divide the country image of imported products into the manufacture of image and the brand image of the country of origin. The Insch and McBride (1998) divided the country image into country of designed, country of parts and country of assembled. This change of research processing is fit in with the business model's change: the different value activities will be transferred to the most suitable location for the best of the global division of labor. At the same time ,prices affect consumer product evaluation as another important external cues,and frequently be researched with the country image together to measure the affects on consumer product evaluation. The affect of price on consumer product evaluation is obvious,and used to be compare with the affect of country image on consumer product evaluation by scholar to get more meaningful conclusions as a guidance for reality marketing. Keller (1993), as well as Schocker et al (1994) pointed out that the country of origin is considered to be the method of enhancing brand equity, and that Aaker (1996), put forward that the country of origin can be used to help enterprise to take expensive product strategy. Other studies have come to the country image and consumer price sensitivity was negatively correlated conclusions.Through dividing the dimensions of country image from manufacture processing,this study divide the country image into three dimensions of country of parts, country of design, and country of assembly, and define these three dimensions based on previous research results and the product's character; at the same time, taking into account price discounts have become a more mature and frequently used means in the reality marketing campaign,this study decided to use it as an interference variable to look into the affects of interference,and then get some valuable guidance to the enterprise marketing activities. Through recycling questionnaire survey data, and using statistical analysis software SPSS13.0 to gain the following conclusion: country of parts, country of design, and country of assembly of these three country image have a significant positive impact on consumer product evaluation , which of country of parts is the most notable. I think that this result mainly due to a notebook's CPU is the main components that the consumer focusing on at the time of purchase. As for price discounts study has not found its obvious effect of interference on cosumer product evaluation. To such an outcome, this study consider that the most of consumers of the notebook have an the special purchasing habits of taking horizontal comparing behavior among the price of notebooks, and not pay attention to the single computer's the introduction of price discounts changes, thus resulting in the price discounts not be able to demonstrate the interference effect.Based on the above findings, the paper joined the strategy of thinking that enterprises in the country of pooer image even facing the plight of poor, can still transfer certain manufacturing activities to other advanced countries , and create success in the international market through the concept of internal technology transfering, and the increase of external consumers impressed. On the other hand, consumers usually infer the overall brand image of a country from the specific brand image of that country on the market, so the upgrade of Chinese brands image depends on the common sense and efforts of all manufacturers. Enterprises must focus on shaping China's image from the overall brand image. At the same time international marketing has become the common aspiration of Chinese companies, but China's current brand image have a negative impact on international marketing. In those product areas that foreign markets have a strong bias in,there is the only thing we should done, which is an actual change in the image of china's product quality.