Questions On Chinese Consumers ' Country Image Toward Uk Manufactured Products

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4.3 Results, analysis and discussion
There are eight key interview questions (Appendix D) and several sub-questions to be covered, which was guided by four research objectives:
(1) To identify Chinese consumers’ country image toward UK manufactured products in general;
(2) To identify Chinese consumers’ perceived quality toward a UK manufactured teether;
(3) To explore the importance of COO on consumers’ purchase intention by comparing against other products’ attributes;
(4) To identify the extent of Chinese consumers’ willingness to pay premium price toward a UK manufactured teether;
Q1: Can you explain what you understand by Country-of-Origin?
By analysing the responses, it seems that most of participants do not familiar with the concept
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The following gives three examples as
“Take me as example, I’m not simply look at the label and product description. But I will emphasize which country supports the core technology or brand. The product’s core idea cannot be replaced by manufactured country. The most important thing is intellectual property. I will also use Internet to search other information to assist evaluation.” M4
“I tend to use brands as a key information to judge a product’s country. For example, I currently used a mask product. Although I knew it was produced in Korea, I would regard it as a Thai mask product because that brand from Thailand.” M9
“I would like to use brand if I familiar with it…not mater which country design it or produce it. Only use the label of manufacture when I’m don’t familiar the brand.” M5
The above answers indicated that consumers enhanced the importance of brand and design instead of the manufactured country. Interviewee M9 supports this by sharing “I had only used label to judge product’s country previously, but now, I will use other information to help me.”
To sum up, there is no agreement in terms of its definition among participants. On one hand, some academic definitions seem not be accepted easily by consumers. On the other hand, participants tend to interpret the COO by using the term “Made in …” that posted by Nagashima (1970). However, in their everyday life,
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