Cross-national empirical study : Asian's perception of product quality made in Latin America & Latin Americans' perception of product quality made in Asia.

Abstract

An important decision facing marketers in today's highly competitive business environment is the selection of the right marketing and promotional strategies for the target market. This decision is made harder with the globalisation trend when increasingly, different marketing strategy is required for different foreign markets. When exporting to these foreign markets, marketers should be aware of one barrier of entry: the consumer bias against a product based on its country-of-origin. Knowing when to promote a product's country-of-origin and when to keep mum about it is extremely helpful.