The Image of Countries and Their Products at the Subcultural Level : Investigating Differences Between English and French Canadian Consumers

Type of resource
Author/collaborator
Title
The Image of Countries and Their Products at the Subcultural Level : Investigating Differences Between English and French Canadian Consumers
Abstract
The author notes that research on the Product and Country Images (PCI) issue (also known as "country-of-origin", or "made-in"), began 30 years ago and has grown rapidly to become one of the most important fields in international marketing and business theory, with over 500 published studies to date. This substantial literature, he remarks, reflects the pervasive presence of origin cues in society and the economy, in public policy and business decision-making. However, he points out that while the body of work on (PCI) has made significant theoretical and practical contributions, numerous unresolved questions remain. Among them is whether the effects of the product-country image vary across subcultural groups within nations concerning products from various countries. Thus, the objective of his study was to determine if consumer attitudes towards foreign countries and their products vary among ethnic subcultural groups (English versus French Montrealers). The author's data analysis, using multivariate analysis of variance and factor analysis confirmed that subcultural differences between English and French Montrealers do indeed exist in the evaluation of foreign countries and their products. The author concludes that MANOVA tests revealed that significant differences between the two subcultures were detected for eleven of the eighteen countries under investigation. Furthermore, he found that a subcultural bias was demonstrated by the fact that the English Montrealers gave more favorable scores to products from Great Britain than French Montrealers did, while French Montrealers gave better scores to products from France.
Type
Master's Thesis
University
Concordia University
Place
Montreal
Date
2000
# of Pages
iv-177p.
Language
en
URL
Citation
Padilla, Rodrigo A. “The Image of Countries and Their Products at the Subcultural Level : Investigating Differences Between English and French Canadian Consumers.” Master’s Thesis, Concordia University, 2000. https://spectrum.library.concordia.ca/id/eprint/1169/1/MQ54307.pdf.
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