Abstract
This study examines the differences among the perceptions of country image effects on the milk powder market for urban and rural consumers in the southern region of Sri Lanka. The Sri Lankan milk powder market consists of local brands and foreign brands. The choice of one of the brands has been characterised by quality attributes of each. The sample consists of 268 respondents. A personal interview method is used to collect primary data with the help of a structured questionnaire developed and based on the Semantic Differential method. The findings of the study provide significant implications on the role of country image in evaluating product.
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