Template-Type: ReDIF-Article 1.0

Author-Name: K. Patrick   
Author-Workplace-Name: Dept. of Business Administration, University of Lagos, Lagos, Nigeria

Author-Name: A. Ladipo   
Author-Workplace-Name: Dept. of Business Administration, University of Lagos, Lagos, Nigeria


Author-Name: Solomon A. Agada  
Author-Email: axispmtc@yahoo.com
Author-Workplace-Name: Dept. of Economics and Business Studies, Redeemer’s University, Ede, Osun State, Nigeria


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

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.

Classification-JEL: M31; D22; L67

Keywords: Branding; Consumers; Country of origin; Fashion; Perception

Journal: Economics and Management Research Projects: An International Journal
Pages: 1-8
Volume: 6
Issue: 1
Year: 2016
Month: December
File-URL: http://www.fep.up.pt/repec/por/emrpij/files/EMRPIJ.v6.is1.p1.8.pdf
File-Format: Application/pdf
Handle: RePEc:por:emrpij:v:6:y:2016:i:1:p:1-8