6 Country of origin. The country where a product is made will affect its brand values. Germany...

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6 Country of origin. The country where a product is made will affect its brand values. Germany has a reputation for good engineering, Italy has a reputation for stylish design, and China has a reputation for cheapness. There are undoubtedly

German brands which are poorly engineered, ugly Italian products, and very expensive Chinese products, but the perceptions still stand. Country of origin may have less effect in consumer markets. A study conducted in Canada found that 93 per cent of consumers did not know the country of origin of goods they had just purchased, and of the ones who did know, only 2 per cent thought that the knowledge might have affected their decision to purchase (Liefeld 2004).


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