A Study On The Oversea Consumer's Perception And Evaluation Of Made In China

In the main background of economic globalization, Globalization is seems to overwhelmingly connect each country's economy to a more interacted system regardless of its willingness. But, in the global economic market, the Product Source-Products from which country affects consumers'buying behavior. In recent years, country of origin effect is one of the most important research topics that attracts general study on international business and consumer behavior.Firstly, This thesis studying on the relative theory and literatures on stereotypes and ascribing, country of origin and country image, country of origin effect and its impact on consumer behavior theory and literature, Including the domestic and foreign experts to study for consumers'attitude and evaluation of "Made in China", Stereotypes, Country of origin and the country's image, The main factors of Country of origin effect and The Influence of Country of origin effect.By the questionnaire investigating of Thai customers, this paper analyzed consumers stereotypes of "made in china". Summarized the result of the survey, we found the price is low,the quality is low, the service of "made in china" is behindhand and the brand awareness is not high enough is the customers'consensus view. They also think the social responsibility of Chinese company is not enough, and lacking of employee protection. Used the exploratory factor analysis, we finally find four independent dimensions of consumers'stereotype for "made in china":Image, Service, design, and responsibility.By stepwise discriminant analysis, we find out the factors that affects the customers'perception of "made in china", including the personal factor sand the stereotype factors. The results show, stereotypes of products'quality Accounting for 64.232%; Chinese complex factor as personal factor affected customers'choice of "made in china" at a degree of 24.675%. The service factor determined by the companies' service factor and how they treat theirs employees affected customers' choice of "made in china" at a degree of 11.002%. age factor, social status factor as personal factor and image factor, design factor as stereotype factors both had no effect on the customers' purchase behavior.Finally, based on the theoretic and empirical study, this paper put forward the countermeasures of how to make foreign consumers have positively perceptions of "made in china", Competitiveness of responsibility corporate; Choosing the right pricing strategy, Pay attention to product quality, promote The Normalized Price, Strong communication with overseas consumers, Implementation of cross-cultural of the Marketing mix strategy. To enhance the overseas consumers'perceive of "made in china ", from three proposed way to give strategic advices.