The Effects of Alternative Measures of Country of Origin on Objective Product Quality

Abstract

Describes an effort to explore the relationship between objective measures of product quality and country of origin. Consumers Union ratings of automobile maintenance performance are used as objective quality measures. Effects were examined when considering three different functions: location of headquarters, origin of parts and place of assembly. Price‐quality relationships were estimated and compared. Finally, a subjective measure of automobiles (owner satisfaction) was compared with the objective measure, across all cases and by country of origin. Results revealed objective quality comparisons differed. Both the price‐objective quality relationships and differences in objective versus subjective quality ratings varied between foreign and US vehicles. Examining the objective quality – country of origin relationship via different country of origin measures offers marketers insight in understanding the basis for apparent preferences found in some perceptual studies.

Citation

Showers, V.E. and Showers, L.S. (1993), "The Effects of Alternative Measures of Country of Origin on Objective Product Quality", International Marketing Review, Vol. 10 No. 4. https://doi.org/10.1108/02651339310047583