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The Effects of Brand Perception in the Purchase of “Made in Italy” and “Made in China” Fashion Products in Nigeria

K. Patrick, A. Ladipo and Solomon A. Agada ()
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K. Patrick: Dept. of Business Administration, University of Lagos, Lagos, Nigeria
A. Ladipo: Dept. of Business Administration, University of Lagos, Lagos, Nigeria
Solomon A. Agada: Dept. of Economics and Business Studies, Redeemer’s University, Ede, Osun State, Nigeria

Economics and Management Research Projects: An International Journal, 2016, vol. 6, issue 1, 1-8

Abstract: Products’ perception is a critical part of the consumer attitude and has significant impact on buying behaviour. Consumer attitude which reflects in buying behaviour is a corollary of the decision making process where consumers interpret information inputs and make meaningful choices among alternative products. These are formulated into marketing strategies intended to enable the seller establish a market either locally or internationally. The present study attempts to examine how the Nigerian consumer perceive branding strategies used by fashion manufacturers of Italian and Chinese country of origin (COO). Convenience sampling was conducted on a sample of 300 consumers in a cross-sectional survey (223 valid responses). Using T-test, the study found that consumers perceive a significant difference (Italy superior to China) in terms of attributes, values and product benefits between the products labelled from these two countries and closely correlated in terms of cultural dimensions of craftmanship and business tradition.

Keywords: Branding; Consumers; Country of origin; Fashion; Perception (search for similar items in EconPapers)
JEL-codes: D22 L67 M31 (search for similar items in EconPapers)
Date: 2016
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