Product Country Image Effects for Food Products

Abstract

Many studies exist which have explored the effects of product country image (PCI) in the marketing of goods; however, few have considered these effects specifically for food products. This paper reports on a study of PCI effects in the product category cheese. In a survey, respondents were asked to rate identical fictitious British and German cheeses according to eight different attributes. Analysis revealed that there were significant differences in the ratings of two of these attributes. In addition, the importance was investigated of four cues of product quality, including country of origin. Overall, the results suggest that there are PCI effects in relation to cheese products, which may be usefully exploited by marketers.

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