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Southeast Asian Consumer Perceptions of American and Japanese Imports:

1993; Taylor & Francis; Volume: 6; Issue: 1 Linguagem: Inglês

10.1300/j046v06n01_05

1528-7068

David Strutton, Lou E. Pelton,

Global trade, sustainability, and social impact

When countries differ in the perceived quality of their exports, country-of-origin labeling influences consumer choice. The influx of U.S. and Japanese products in Southeast Asia (SEA) markets offers a testing frame suitable for investigating perceived differences between imports produced in the two nations. This study avoids the ethnocentric perspective generally employed in county-of-origin research by examining how American and Japanese imports are stereotyped in the SEA marketplace. The results suggest meaningful but manageable differences exist in SEA consumers' perceptions of American and Japanese product quality. Implications for the promotional and positioning strategies of American exporting firms are discussed.