Abstract
Reports on a study in which 265 consumers were asked to assign price and quality estimates to women’s sweaters. Uses a 4 x 3 factorial design which incorporates four country cues – the USA, Italy, Japan and Taiwan – and three groups relating to store prestige, which were manipulated. Found that country of origin significantly influenced Taiwanese consumer perceptions of sweater quality. The sweater labelled “Made in Japan” received the highest evaluation and the sweater labelled “Made in Taiwan” the lowest. The cue of store prestige was not significantly related to price estimates and quality evaluations of sweaters. Neither of origin nor store prestige was found to have an effect on price estimates.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
