Analysis of the “Made in China” Stereotypes of Thai University Students

Citation

Li, Gang. (2017). Analysis of the “Made in China” stereotypes of Thai university students. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

The “country of origin” of products in the international market has a very important influence on the behavior of consumers. The paper first elaborated on the status quo of “Made in China” and the trade between China and Thailand. Then it reviewed the overseas consumers’ literature on the perception and evaluation of “Made in China,” and then conducted relevant theories and literature. The review includes a summary of the connotation and characteristics of stereotypes, the introduction of “origins of origin” and the country’s image, the induction of the causes of origin of products, and the analysis and analysis of the main factors affecting origin effects. This thesis is based on the survey of Thai university students’ concept of market consumption. It has very important theoretical and practical significance for studying the perception, evaluation and purchase intention of Thai college students. The paper analyzes the effects of the country of origin and country’s image and country of origin on consumer behavior. Based on a review of relevant theory and literature on the formation mechanism of the country of origin and other related theories and literature, a questionnaire survey of 260 Thai university students was conducted, and the data collected was analyzed and verified using statistical methods such as variance analysis, correlation analysis, and regression analysis. Finally, draw conclusions and give relevant marketing suggestions.

Keywords:  Made in China, Thailand College Students, Country of Origin Effect, Stereotypes; Perception, Evaluation.

Analysis of the “Made in China” Stereotypes of Thai University Students

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand