The Impact of Brand National Affiliation and Country of Production on Consumer Preferences
Book Chapter
Laskey, HA, Seaton, FB. (2015). The Impact of Brand National Affiliation and Country of Production on Consumer Preferences
. 196-201. 10.1007/978-3-319-13147-4_50
Laskey, HA, Seaton, FB. (2015). The Impact of Brand National Affiliation and Country of Production on Consumer Preferences
. 196-201. 10.1007/978-3-319-13147-4_50
Conjoint analysis is employed to quantify the trade-offs consumers make among multiple information cues in their preferences for automobiles. Among several other cues, two production location cues were incorporated into the study: "country of component manufacture" and "country of assembly." Cluster analysis followed the generation of conjoint utilities. "Country of assembly" was quite influential overall, and dominant in one cluster. The results indicate a significant reduction in the economic utility associated with an automobile when assembly is moved from the United States to Mexico. There is also a strong "national identification" embedded in responses to the brand variable.
