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

Globalization is the most important environment of international business activities at the present era, and it seems to overwhelmingly connect each country'economy to a more interacted system regardless of its willingness. However, the country of origin, that is, a product's nationality, affects consumers'buying behavior, and it attracts general study on international business and consumer behavior.By 30 years reforming and opening up to the outside world, china's economy is booming on the track of globalization, more and more enterprises enter into oversea markets, find market opportunities and most valuable customers, and"made in china"has spread all over the world. Therefore, this paper is meaningful at present to research on consumer's perception of"made in china"and the factors that influence these perceptions on the basis of investigation.Firstly, by 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, this paper focuses on the analysis of the mechanism of country of origin effect, put forward the model of stereotype and consumer behavior, identified that stereotype had great impact on consumer behavior, and brought forward that Chinese enterprise can increase consumers'probability of buying products that made in china by adding their expecting income if consumer's prejudice can be changed by their marketing strategies. By the game analysis of the process of stereotype forming and exchanging before consumption experience, this paper concluded that enterprises would add their marketing investment in order to change consumers'stereotype only if they had long term strategy, and by the game analysis of the process of stereotype forming and exchanging after consumption experience, this paper concluded that consumption experience could change consumers'stereotypes.Secondly, by questionnaire investigating of Canadian customers, this paper analyzed consumers'stereotypes of"made in china", put forward the forming dimensions of stereotypes by component factor analysis, and identified the impact of consumption experience on consumers'stereotypes. By the empirical study on the foreign consumers'perception of"made in china", this paper put forward the"services factor", the"responsibility factor"of product stereotypes factors, and the"china tie"factor of consumers personal factors had great impact on consumers'buying behavior, and discussed the force of each factor's influence on consumers buying behavior of"made in china".In the light of theoretic and empirical study, and finally this paper put forward the countermeasures of how to make foreign consumers have positively perceptions of"made in china", that is, to make right pricing strategies on the cost normality origination, increase country responsibilities, establish innovational country and innovational enterprises, create national personality and brand personality, and implement cross-culture marketing mix. At the same time, this paper put forward its disadvantages and developing objectives in its future study.