Country of Origin Perceptions: An Ethnocentric study of Chinese Products and Life Cycle Assessment in the Malaysian market

Abstract

This study investigates the impact of country of origin perceptions on Chinese products in the Malaysian market. Specifically, the study focuses on how Malaysian consumers perceive Chinese products and how their perceptions are influenced by ethnocentrism, a tendency to favor products from their own country. The study utilizes a mixed-method approach, including a survey and interviews with Malaysian consumers. The findings of the study suggest that Malaysian consumers have mixed perceptions of Chinese products, influenced by various factors such as product quality, price, and branding. However, the study also finds that ethnocentrism plays a significant role in shaping consumers' perceptions of Chinese products. Malaysian consumers tend to favor products made in Malaysia or from other countries that are perceived as more similar to Malaysia in terms of culture and values. The study also identifies several implications for marketers of Chinese products in the Malaysian market. Marketers need to be aware of the importance of country of origin perceptions and the role of ethnocentrism in shaping these perceptions. They need to develop strategies to overcome negative perceptions and build a positive image for Chinese products. Marketers should also consider adapting their marketing strategies to the local culture and values to increase acceptance of their products. Furthermore, the study contributes to the understanding of country-of-origin perceptions and the role of ethnocentrism in shaping consumer behavior in the Malaysian market. The findings have practical implications for marketers of Chinese products in Malaysia and provide insights for future research in this area.