中国产品在坦桑尼亚市场的原产国效应探索

An Exploration of the Country of Origin Effect for Chinese Products in the Tanzanian Market

消费者产品购买意愿受原产国因素影响,通过调研问卷的方式,围绕中国产品在坦桑尼亚市场的原产国效应,了解坦桑尼亚消费者关于中国及中国产品的形象认知、品牌敏感度及价格敏感度,并分析这几个因素与原产国效应的相关性。结果发现:中国发展水平感知与中国形象显著正相关,且与中国产品的原产国效应正相关;中国产品价格感知与原产国效应负相关,获取方便性与原产国效应正相关;品牌敏感度与价格敏感度均与原产国效应无显著相关关系。

Consumers'willingness to buy products is affected by the factor of country of origin,through research questionnaires,it focuses on the country of origin effects of the Chinese products in the Tanzanian market,to understand Tanzanian consumers’perception of China and Chinese products,and their sensitivity of brand and price,and to analyze the relevance between these factors and the country of origin effect.The results shows that:the perception of Chinese development level has significant positive correlation both with image of China and Chinese products’country of origin effect;Price perception of Chinese products is negatively correlated with the country of origin effects;ease of access to Chinese products has a positive correlation with the country of origin effect;Brand sensitivity and price sensitivity have no significant correlation with the country of origin.