THE IMPACT OF COUNTRY OF ORIGIN AND CONSUMER ETHNOCENTRISM ON CHINESE CONSUMER

This book examines the impact of consumer ethnocentrism (CE) and the effect of the label of country of origin (COO) in the emerging consumer market of China. Since China’s entry into the World Trade Organization’s membership, the barriers of trading have slackened to allow almost all global brands to enter and win Chinese hearts. This study details on the reaction relating to Chinese consumers’ evaluation of three store signs firstly in Chinese language, secondly both in English and Chinese language, and lastly inclusive of both the languages with the mention of the Country of Origin. The comparison is elaborated with an evaluation of the preferences of the low ethnocentric consumers and high ethnocentric consumers in China and the effect of age, income, education, gender on Chinese consumer’s preferences. China being the epitome of a growing nation invariably brings forth the basic statistics of changes in perspectives of the consumers in all such leading civilizations.