WORLD ECONOMIC GIANTS IN THE EYES OF AFRICA: PERCEPTIONS OF AFRICAN CONSUMERS TOWARDS FOREIGN ELECTRONIC PRODUCTS ORIGINATING FROM CHINA, JAPAN AND UNITED STATES
DOI:
https://doi.org/10.29121/granthaalayah.v6.i7.2018.1288Keywords:
Africa, China, Japan, USA, African Consumers, Consumer Electronic Products, Country of Origin, Brand Familiarity, Perceived Product QualityAbstract [English]
This paper presents the results of an exploratory survey of African Consumers’ Perception Regarding consumer electronics products originating from its three major trading partners-China, Japan and United States of America (U.S.A). The focus of the study is investigating the source of information in evaluating foreign products, The evaluation of the specific product cues used by African consumer in their assessment of electronic products and the ranking of the three countries-China, Japan and USA in terms of the various product attributes. The product category selected for the study includes television sets, Refrigerators, Computers, Electric irons, and digital cameras. The products cues (Dimensions) used for the study comprised of Country of origin image (COI), Brand Familiarity (B.F), Perceived product quality (PPQ), Firms’ trust (F.T), Country reputation (C.R), Economic Animosity (E.A), Perceived product price (PPP), And Product Availability (P.A). Data was collected from two hundred and seventy (270) African consumers in the city of Wuhan Hubei province; Peoples Republic of China. With the aid of statistical packages for social sciences (IBM SPSS 20 VERSION), Paired-sample T test was used to compare the mean ratings of all the eight (8) product dimensions for all the pairs of the three (3) countries. The findings showed that internet advertisement and television are the most important information sources used by African consumers in evaluating foreign electronic products, this was followed by friends’ opinion and the least patronage was radio. The result also disclosed that African consumers don’t consider the country of origin aspect to be their priority in the course of making foreign electronic product purchase, rather other product attributes such as quality and product brand take the precedence. Also revealed from the studies is the ranking of the three countries in terms of the eight product dimensions. It was found that, Japan having highest brand recognition (Brand familiarity), United states would boast of two things, which include high perceived product quality and country reputation. China is leading ahead in terms of cheap product price and availability of their products in almost (if not all) the nooks and crannies of African countries as perceived by African consumers. Finally, in discussing managerial implications, prescriptions were made to marketers from different countries for improving their competitiveness in the emerging African market given the present perceptions of the African consumers.
Downloads
References
Aaker, D.A (1991) “Managing Brand Equity Conceptualising on the value of the Brand name” The free press, New York, NY.
Alba, J.W& Hutchinson, J.W (1987) “Dimensions of Consumer Expertise” Journal of DOI: https://doi.org/10.1086/209080
Research, 14: 14-25.
Al-Najjar, N.I. (2001) “A reputational model of authority’, Journal of economic Behaviour &Organization, 46(2), 165-191. DOI: https://doi.org/10.1016/S0167-2681(01)00192-5
Anderson, E. and Weitz, B. (1989): “Determinants of continuity in conventional industrial Channel Dyads.” Marketing science, 8(4):310-323. DOI: https://doi.org/10.1287/mksc.8.4.310
Andrianova, S. (2001) “Corruption and Reputation” Scottish journal of political economy, 48(3):245-259. DOI: https://doi.org/10.1111/1467-9485.00197
Ang S.H.,Jung K.,Kau A.K.,Leong S.M,Pornpitakpan C.,Tan S.J (2004) “Animosity Towards Economic Giants: What the little guys think” Journal of consumer marketing, 22(2/3):190-207. DOI: https://doi.org/10.1108/07363760410534740
Baker, William H., Wesley J.Hutchinson, Danny Moore, and prakash Nedungadi (1986), “Brand Familiarity and Advertising: Effect on the evoked set and brand preference, “Advances in Consumer Research, 13(1):637-642.
Bilkey, Warren J.and Erik Nes (1982), “Country of origin effects on products evaluation. Journal of international Business Studies, 13(1):89-100. DOI: https://doi.org/10.1057/palgrave.jibs.8490539
Brown, Jacqueline J., C. David Light and Gregory M.Gazda (1987), “Attitudes towards European, Japanese and US Cars.” European Journal of Marketing 10(3):85-113. DOI: https://doi.org/10.1108/EUM0000000004700
Chisik, R (2003):” Export industry policy and reputational advantage” Journal of International Economics, 59(2):423-451. DOI: https://doi.org/10.1016/S0022-1996(02)00020-X
Chao, Paul and K.N Rajendran (1993), “Consumer Profiles and Perceptions: Country-of Origin Effects.” International Marketing Review, 10(2):22-39. DOI: https://doi.org/10.1108/02651339310032534
Chowdhury, md. Humayun Kabir and Ahmed, Jashimuddin, (2009) “The effects of partitioned Country of origin on consumer quality perceptions,” International Journal of Consumer studies, 33(4): 496-502. DOI: https://doi.org/10.1111/j.1470-6431.2009.00783.x
Cordell, V.V., (1993),” Interaction effects of Country of Origin with Branding, Price, and Perceived Performance Risk,” Journal of International Consumer Marketing, 5(2):5-20. DOI: https://doi.org/10.1300/J046v05n02_02
Crosby, L.A., Evans K.R., Cowles, D. (1990) “Relationship Quality in Services Selling: An Interpersonal Influence Perspective” Journal of marketing, 54(3):68-81. DOI: https://doi.org/10.1177/002224299005400306
D’Astous, Alain and Sadrudin A.Ahmed (1999),”The importance of country images in the Formation of Consumer Product Perceptions,” International Marketing Review10(2):108-125. DOI: https://doi.org/10.1108/02651339910267772
Dodds, Williams B., Kent B.Monre, and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ product Evaluations,” Journal of Marketing Research, 28: 307-319.
Dodds, W.B., (1991), “In Searching of Value: How price and store name information Influence Buyers’ products Perceptions” The Journal of consumer Marketing, 8(2):15-24. DOI: https://doi.org/10.1108/07363769110034974
Dorr, Norbert; Leke Acha; Wamelen, Arend Van (2010),” Africa on the Move: The $2.6Trillion Opportunity, Mckinsey Quarterly 4:56.
Eriksson, G.M., Johansson J.K., Chao, P., (1984) “Image variables in Multi-attribute Products Evaluations: Country of origin Effects,” Journal of Consumer research, 11: 694-709. DOI: https://doi.org/10.1086/209005
Ettenson, R., (1993), “Brand Names and Country of Origin Effects in Emerging market Economies of Russia, Poland and Hungry,” international Marketing review,10(5):14-36. DOI: https://doi.org/10.1108/02651339310050057
Forbes. (2012), “Growing with Africa’s Consumers “Viewed at
http://www.forbes.com/sites/baininsights/2012/04/04/growing-with-Africas-consumer/
Ganesan, S. (1994) “Determinants of Long-term orientation in buyer-seller Relationships,” Journal of Marketing; 58(2): 1-19. DOI: https://doi.org/10.1177/002224299405800201
Graham, M.E and Bansal, P. (2007)” Consumers’ Willingness to pay for corporate reputation: The Context of Airline Companies,” Corporate Reputation Review,10(3): 189-200. DOI: https://doi.org/10.1057/palgrave.crr.1550052
Han, C. Min (1989),” Country Image: Halo or Summary Construct?” Journal of Marketing Research 26(5): 222-229. DOI: https://doi.org/10.1177/002224378902600208
Harris, L.C.and Goode, M.M.H (2004): “The four level of loyalty and the pivotal role of trust: A Study of online service dynamics,” Journal of Retailing, 80(2):139-158 DOI: https://doi.org/10.1016/j.jretai.2004.04.002
.Herbig, P.and Milewicz, J. (1995),”The relationship of Reputation and Credibility to Brand success” Journal of Consumer marketing, 12(4): 5-10.
Hong, S. and Wyer, R.S (1989),”Effect of Country of origin and product Attribute information On Product Evaluation: An Information Processing Perspective .Journal Of Consumer Research, 16(9):175-187. DOI: https://doi.org/10.1086/209206
Hulland.J, Todino, H.S and Lecraw, D.J (1996), “Country-of-Origin Effects on Sellers’ Price Premiums in Competitive Philippines Market,” Journal of International Marketing 4(1):57-80. DOI: https://doi.org/10.1177/1069031X9600400105
Johansson, Johny K., Susan P.Douglas and Ikujiro Nonaka (1985),”Assessing the impact of Country of origin on product Evaluations: A new methodological Perspectives,” journal of Marketing Research, 12: 388-396. DOI: https://doi.org/10.1177/002224378502200404
Kalwani, M.U and Narayandas, N. (1995),” Long-term Manufacturer –Supplier relationships: Do they pay off for supplier firms?’’ Journal of marketing, 59(1):1-16. DOI: https://doi.org/10.1177/002224299505900101
Kanem, J.and R Toman (1970),” Psychophysics of prices,” Journal of Marketing Research,7(2): 27-35.
Kaynak, Erdener and Ali.Kara (2002),” Consumer Perceptions of Foreign Products,” European Journal of Marketing 36(7/8):928-949. DOI: https://doi.org/10.1108/03090560210430881
Keynak, Erdener and S.Tamer Cavusgil (1983),”Consumer Attitudes towards products of Foreign Origin: Do they vary Across Product Classes? International Journal of Advertising, 2:147-157. DOI: https://doi.org/10.1080/02650487.1983.11104967
K, Biswass, MKH, Chowdhury, and H, Kabir. (2011) “Effect of price and Country of Origin On Consumer Products Quality perceptions: An empirical study in Bangladesh,” International Journal of Management, 28(3)
Keller, K.L. (1993),” Conceptualizing, Measuring, and managing Customer-based Brand Equity” Journal of Marketing, 57(1):1-22. DOI: https://doi.org/10.1177/002224299305700101
Klein, J.G., Ettenso, R., Morris, M, (1998) “The animosity Model of Foreign Product Purchase: An empirical test in the peoples’ Republic of China,” Journal of Marketing, 62(1):89- 100. DOI: https://doi.org/10.1177/002224299806200108
Kleppe, I.A., Iversen, N.M and Stensaker, I.G. (2002),” Country Images in Marketing Strategies: Conceptual issues and An Empirical Asian Illustrations, Brand Management, 10(1):61-74. DOI: https://doi.org/10.1057/palgrave.bm.2540102
Kraft, F.B., and Chung, K.H., (1992),” Korean Importer perceptions of US and Japanese DOI: https://doi.org/10.1108/02651339210012456
Industrial Goods Exporters “International Marketing Review, 9(2):59-73.
Laroche, Michel, Nicholas Papadopoulos, Louise Heslop and Mehdi Mourali (2005), “The Influence of Country Image Structure on Consumer Evaluations of Foreign Products” International Marketing Review, 22(1):96-115. DOI: https://doi.org/10.1108/02651330510581190
Lichtenstein, Donald R., Nancy M.Ridgway, and Richard G.Netemeyer (1993),”Price Perceptions and Consumer Shopping Behaviour: A field Study “Journal of Marketing Research,30(5):234-245. DOI: https://doi.org/10.1177/002224379303000208
Martin, I.M and Erdgu, S. (1993),” Measuring a Multi-dimensional Construct: Country Image” Journal of Business Research, 28:191-210. DOI: https://doi.org/10.1016/0148-2963(93)90047-S
Moorman, C., Deshpande, R., Zaltman, G (1993),” factors affecting trust in Market research Relationships,” journal of Marketing, 57(1):81-101. DOI: https://doi.org/10.1177/002224299305700106
Nagashima, Akira (1977),” A comparative ‘Made in’ Product Image Survey among Japanese Business men” Journal of Marketing 41(3): 95-100.
Nijssen, E.J and Douglas S.P, (2004),” Examining the animosity model in a country with a High level of foreign trade,” International Journal of Research in Marketing, 21(1):23-38. DOI: https://doi.org/10.1016/j.ijresmar.2003.05.001
Ohmae, Kenichi (1999), the borderless World: Power and Strategy in the Interlinked Economy, Revised Edition. New York, N.Y: Harper Collins Publishers,Inc.
Okechuku, C. (1994),” The Importance of Product Country-of-Origin: a Conjoint Analysis of USA, Canada, Germany, and the Netherlands, “European Journal of Marketing, 28(4):5-19. DOI: https://doi.org/10.1108/03090569410061150
Passow, T., Fehlmann, R.and Grahlow, H. (2005),” Country Reputation –From Measurement To management: The case of Liechtenstein, “Corporate reputation Review, 7(4):309-326. DOI: https://doi.org/10.1057/palgrave.crr.1540229
Peterson, R.A, Jolibert, A.J.P., (1995),” A Meta analysis of Country of Origin Effects. Journal of International Business Studies, 26(4): 883-899. DOI: https://doi.org/10.1057/palgrave.jibs.8490824
Reirson, Curtis C. (1965),” Are Foreign Products Seen As National Stereotypes? Journal of Retailing, 42:33-40.
Riefler, P. and Diamantopoulos, A. (2007),” Consumer Animosity: A literature Review and Reconsideration of its Measurement,” International marketing Review, 24(1): 87-119. DOI: https://doi.org/10.1108/02651330710727204
Rogers, T.M., Kaminski, P.F., Schoenbachler, D.D., and Gordon, G.L., (1994),” The Effect of Country of Origin Information on Consumer purchase Decision Process When Price and Quality Information are available,” Journal of International Consumer Marketing, 7(2):73-85. DOI: https://doi.org/10.1300/J046v07n02_06
Rousseau, D.M., Sitkin, S.B., Burt, R.S., Camerer, C. (1998),” Not so Different After all: A Cross Discipline View of Trust” The academy of Management Review, 23(3):393-404. DOI: https://doi.org/10.5465/amr.1998.926617
Schooler, Robert D. (1965),” Product Bias in the Central American Common Market” Journal of Marketing Research, November: 394-397. DOI: https://doi.org/10.1177/002224376500200407
Sirdeshmukh, D., Singh, J., Sabol, B. (2002),” Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, 66(1):15-37 DOI: https://doi.org/10.1509/jmkg.66.1.15.18449
Wall, M., J.P. Liefield, and L.A. Heslop (1989), “Impact of Country-of-Origin Cues and Patriotic Appeals on Consumer Judgments: Covariance Analysis, “In Marketing, 10, Alain d’Astous ed. Montreal: Administrative Sciences Association of Canada, 306-315.
Wang, J. (2005),” Consumer Nationalism and Corporate Reputation Management in the Global Era, “Corporate Communications: An International Journal, 10(3): 223-239. DOI: https://doi.org/10.1108/13563280510614483
Williams B.Doss and Kent B.Monroe (1988),”The Effect of Brand and Price Information on Subjective product evaluations,” In Advances in Consumer Research, 12:85-90.
Winn, M., MacDonald, P.and Zietsma, C. (2008),” Managing Industry Reputation: The Dynamic Tension between Collective and Competitive Reputation. Management Strategies,” Corporate Reputation Review, 11(1):35-55. DOI: https://doi.org/10.1057/crr.2008.4
Witkowski, T (2000),” Effect of Animosity towards China on Willingness to Buy Chinese Products,” In G.Mclean, E.kaynak and O.Aliaga (Eds), Managing in A Turbulent International Business Environment Hummelstown, PA:The International Management Development Association, 470-477.
Yasin, M.N., Noor, M.N., Mohamad, O. (2007),” Does Image of Country-of-Origin Matter to Brand Equity?” Journal of Product and Brand Management, 16(1):38-48. DOI: https://doi.org/10.1108/10610420710731142
Zeithaml, Valarie (1988),” Consumer Perceptions of Price, Quality, and Value: A means-End And Synthesis of Evidence,” Journal of Marketing, 52(7):2-22. DOI: https://doi.org/10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
License
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.