CENTER FOR INTERNATIONAL BUSINESS EDUCATION AND RESEARCH
(GT CIBER)
WORKING PAPER SERIES
94006

Consumer Evaluations of Bi-National Products : Some Individual and Product Differences

by Francis M. Ulgado

Abstract

The global market today is increasingly inundated with bi-national products, or products that are branded in oen country while actually manufactured in another. The success and failure of these products should depend on how consumers perceive their quality. This study investigates how U.S. consumers evaluate bi-national products when they are provided brand name, country-of-manufacture, and specific attribute information. Of particualr interest is how consumers' product familiarity and patriotism influence their evaluations. The study examines two product categories, TV sets and athletic shoes, and produces results that are quite different across these two categories. The implications of the results for international marketers are discussed.