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PurposeThis paper seeks to examine the concept of "consumer ethnocentrism" (CE) and its impact on product evaluation and preferences among Indonesian consumers.Design/methodology/approachThe survey involved interviewing a representative sample of Indonesian consumers who had previously purchased the products in question, namely colour television and who had travelled by international airlines. A total of 547 usable questionnaires were completed in face‐to‐face interviews in Indonesia. Conjoint analysis was employed to study the relative importance and part‐worth estimates of country‐of‐origin (COO) effects across high and low CE groups.FindingsResults of a sample survey of Indonesian consumers are discussed. They show, firstly, that the overall level of CE of Indonesian consumers, compared with published results for a range of countries, is notably high. Secondly, results of conjoint analysis showing the relationship between CE and consumer evaluations of "COO", product quality perceptions, and purchase intentions, for both tangible goods and intangible services, are discussed.Research limitations/implicationsThe actual sample was heavily biased to upper socio‐economic groups because of its focus on international airlines as one of the subject products. This will inevitably distort the average Consumer ethnocentric tendency scale score, but was felt to be unavoidable.Originality/valueIn the past, research on country‐of‐origin effects has been carried out mostly in more developed countries considering products made in less developed countries (LDC's). In the present research, attention has been given to understand the effects of consumer CE on perceptions of product quality, price, perceived value, and product choice from the point of view of consumers from LDC's. In addition, the study of COO effects in relation to intangible services is noteworthy.

This paper examines the effect of country-of-origin, divided into two specific cues - country-of-assembly and country-of-design, on perceived product quality and purchase intention. This study has examined these effects in the presence of other cues, viz. brand name and price. Three product categories (car, jeans and tinned pineapple), each with three different brands and prices were tested. Also for each of the product categories, three countries-of-assembly and three countries-of-designs, from developed to developing, were chosen according to their relevance in the Australian market. Asurvey was conducted among graduate business school students from December 1997 to February 1998. The methodologies used for data-analysis were full profile conjoint analysis and analysis of variance. It was found that country-of-assembly is the most important in evaluation of product quality and choice for all the three product categories studied. The effects of country-of-design, brand and price, while significant, are secondary. Further, the existence of a generalised home-country bias was rejected in this study.

The purpose of the paper is to explore the issue of regional cultural differences within China and their potential impact, if any, on consumers' purchasing decisions. It examines, firstly, if there are any significant cultural differences among Chinese consumers in different regional locations in China. Secondly, it examines if there are any significant differences in product evaluation behaviours among these groups, and, thirdly, it examines whether these differences, if any, in product evaluation behaviours, can be linked to regional cultural differences. The study reports a survey of consumers in three regional Chinese cities (Shanghai, Chongqing and Hong Kong) and measures of differences in cultures and product evaluation behaviour. Results indicate that, for the product bundles studied, groups of Chinese consumers displaying differences in Hofstede's cultural dimensions do not differ significantly in their product evaluation processes.

Introductory marketing textbook