Moderating effect of nationality on country-of-origin perceptions: English-speaking Thailand versus French-speaking Canada

This article presents the results of a survey of 201 Thai and 250 Canadian male consumers. In this study, consumer judgements of products designed, parts procured from and assembled in both highly and newly industrializing countries were obtained. The results show that Thai respondents are less favorable towards products made in newly industrializing South Eastern Asian countries in spite of being more familiar with products made there. Affluent and educated Thai respondents more likely appreciate products made in highly industrialized countries. While the evaluation of highly industrialized countries and China relates positively to familiarity with their products, this relationship was stronger among Thai consumers than among the Canadians. Thai products are perceived to be superior from an economic point of view, but they are judged to be inferior on performance, quality, and originality. Canadian respondents are more negative towards Thai products with respect to their performance, quality, and originality.