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Yemeni consumers’ perceptions and attitudes towards Asian made products

Yassin, Ammar and Baharun, Rohaizat (2010) Yemeni consumers’ perceptions and attitudes towards Asian made products. Indian Journal of Marketing, 40 (4). ISSN 0973-8703

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Official URL: http://indianjournalofmarketing.com/index.php/ijom...


Purpose: The main purpose of the present study is to extend and consolidate knowledge about country-of-origin cue and its effects on product perception of consumers in less developed countries. Approach: This research on Yemeni consumers employed an experimental design to measure the effects of country-of-origin on consumers’ valuations of home appliance products made-in five selected Asian countries of origin namely Malaysia, Japan, Korea, Taiwan and China. Questionnaires were administrated personally to the respondents. Findings: The results of this study based on 625 respondents found that Yemeni consumers preferred products made-in Japan, followed by products made-in Malaysia and Korea. However, they had low attitudes towards made-in China and Taiwan products. Some conclusions and managerial implications drawn from the findings of the study are provided. Limitations: This study was conducted as a case study of one country in the Middle East area, which limits the external validity of its results. Other limitations are also discussed. Originality: The paper offers some helpful practical implication for export-import managers wanting to do logistic application for home appliance products (HAPs) for Middle East markets.

Item Type:Article
Uncontrolled Keywords:country-of-origin (COO), plethora
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Management and Human Resource Development
ID Code:37260
Deposited By: Fazli Masari
Deposited On:31 Mar 2014 04:16
Last Modified:27 Sep 2018 06:01

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