Multi-Cue Evaluation of Made-In Concept

Abstract

Due to increasing global competition, industrialized countries have hard decisions to make concerning where they should engage in manufacturing, what brand names to use, what price to charge and what level of quality assurance to provide. This article presents the results of a conjoint analysis study conducted in Belgium where the effect of the country-of-origin of three consumer products with different levels of involvement was assessed. The research design incorporates brand name, price and quality assurance as additional informational cues along with made-in. It was found that country-of-origin is not a very important cue in consumers' evaluation of products. The effects of the informational cues were not the same across the three product classes. Implications for Common market domestic marketers and exporters to the Common market are presented.

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