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Asian Journal of Marketing
  Year: 2014 | Volume: 8 | Issue: 2 | Page No.: 54-70
DOI: 10.3923/ajm.2014.54.70
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Impact of Country of Origin on Indian Consumers-study of Chinese Brands

R.K. Srivastava

The aim of this research is to find out consumer perception towards Chinese, Taiwan, Hongkong products purchased in emerging market like India. The study covers factors like types of products purchased, reasons for their purchase behavior, purchase behaviour towards Chinese origin products affected by variables like price, functionality, quality, image, purchase intention in future for Chinese origin products and relationship of country of origin on consumer satisfaction level. The research was carried out in Mumbai-also called mini India as its population is a blend of all region of India. The study is about consumers’ perception and their purchase behavioral towards selected products from China, Taiwan and Hongkong. It is survey techniques using questionnaire as a research tool. A total of 200 participated in the study with 180 are taken up for analysis. They are selected on simple random intercept basis. Majority of Indians have purchased Chinese products. It is possible due to Chinese products available at affordable price. Price, quality and functionality of a product could influence the purchase behavior. Taiwan has a grater image and good country of origin perceptions compared to China. Mobile (39%), toys (40%) and food items (31%) are the most preferred category for purchase and has a good image due to country of origin. Country of origin, product functionality at affordable price may be a good country penetration strategy for emerging market. Textiles from China has not gained much entry in India when compared to other countries. Quality product at affordable price can be a used as penetration strategy by managers for emerging market based on the present study. Research on acceptance of a brand based on consumer purchase behavior towards Chinese products in emerging market like India may give information on managing Chinese brands in global scenario specially in MINT and BRIC countries as they are culturally different compared to western countries. Consumers form emerging countries are looking for value for money form a product compared to developed economy. There is paucity of research which compares the country of origin on Chinese region-China, Taiwan and Hongkong in emerging market like India. India is an important trade partner for China.
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How to cite this article:

R.K. Srivastava , 2014. Impact of Country of Origin on Indian Consumers-study of Chinese Brands. Asian Journal of Marketing, 8: 54-70.

DOI: 10.3923/ajm.2014.54.70






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