A Study On International Comparison Of Product Perceived Quality And Its Relationship With The Country-of-origin Image

Along with the advancement and deepening of economic globalization, the challenges faced by businesses or Government is not only from domestic marketing, more competition is occurring in the international scene. For consumers, the diversified development of technology of the product or service makes consumer difficult to access to objective quality specifications of products or services, and they have to depend more on external clues in a series of subjective assessment of quality of products or services. Especially in the face of a wide variety of foreign products, the origin image became one of the most important clues used by consumers. Based on their own perception for the country's overall image, consumers can have an subjective evaluation of product quality advantages, or based on past experience with the formation of the country's overall perception of product, consumer can judge the quality of the new product.With the change of world economic patter, the economy, technology, culture and education in China has been developing and improving constantly, so that national image now has gradually upgrade. Then, how is Chinese products quality image now in international market, what is the cognitive degrees? If Chinese products of perception quality is still below the average international average level, what is the factor influence this? By means of the analysis of these problems, Government or enterprise can more clarify its position and objective. Relevant policies and marketing strategy can be developed, to improve their international competitiveness. To study the problem, firstly, the relevant literatures are overviewed, including product perceived quality, the country of origin image, and then a model of the country-of-origin image influence on the perceived quality of the product is built.289 valid samples is analyses in the empirical analysis, it can be concluded that:1 The empirical research method is adopted, by the means of given scores on different products from different countries, different product perceived quality in different countries can be measured and compared. Furthermore, the influencing factor of Chinese perceived quality compared to other countries' are clarified. Research found population features variable including by interviewees' country economy, gender, age etc. can affect the perception of product quality. To clothing and home appliance products, the age and educational level have a larger influence on them than on cars and hotel services.2 Through a concept model constructed based on the literature review, the basic elements and their inter-relationship is discussed. For example, the product perceived quality and brand perception is the dependent variable. The dimensions of research variables are divided based on the definition in relevant literature and the measurement scales are determined. Dimensions of product perceived quality are divided into innovation, technology and product design. Dimensions of country-of-origin image are divided into social image and manufacturer image. In general, the impact effect of social image is greater than the manufacturer image.