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

• Main Author: Cenon, Patrick David Sison
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Motor vehicles; Toyota Motor Philippines; Globalization; Consumer behavior; Toyota Jidōsha Kabushiki Kaisha; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4914
• Institution: De La Salle University

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.