Country of manufacture effects on motor vehicle quality and price perceptions among consumers

Date of Publication

2011

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jaime S. Ong

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Benison Y. Cu
Mary Julie B. Tanada

Abstract/Summary

Globalization set the tone for new ways of doing things. It is important for marketers to understand country of manufacture effects and colonial mentality effects on motor vehicle quality and price perception of Filipino consumers.

A sample of 120 walk-in customers from two Toyota dealerships in Metro Manila were randomly selected, assigned to groups and asked to rate Toyota Vios labeled Made in Japan, Made in Thailand, Made in the Philippines and that where the country of manufacture is unstated in terms of quality and price perception.. Quality and price perception ratings among the four groups were compared using the t-test while global competitiveness beliefs and quality and price perceptions were correlated using the Pearson r.

Overall, results showed that quality and price perceptions ratings of Toyota Vios labeled made in Japan, made in Thailand, made in the Philippines and that where the country of manufacture is unstated did not differ from each other. It also showed that global competitiveness beliefs did not influence and quality and price perceptions of consumers. This indicates that country of manufacture effects and colonial mentality have weakened or even in some cases disappeared.

Findings can be applied to Filipino consumer behavior, global branding and international marketing.

Abstract Format

html

Language

English

Format

Electronic

Electronic File Format

MS WORD

Accession Number

CDTG005000

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

64 leaves : ill. ; 28 cm.

Keywords

Motor vehicles; Toyota Motor Philippines; Globalization; Consumer behavior; Toyota Jidōsha Kabushiki Kaisha

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2-17-2022

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