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The Influence of Country of Origin on Chinese Food Consumers

Author

Listed:
  • Keith Walley

    (Harper Adams University, UK.)

  • Paul Custance

    (Harper Adams University, UK.)

  • Tan Feng

    (Beijing University of Agriculture, China.)

  • Xu Yang

    (Beijing University of Agriculture, China.)

  • Li Cheng

    (the International College of Beijing University of Agriculture, China.)

  • Sandra Turner

    (Harper Adams University, UK.)

Abstract

The Chinese food market is very large and represents a significant opportunity for overseas companies. If this opportunity is to be exploited, however, there is still a need to understand the Chinese consumer’s response to production by different countries of origin. The purpose of this paper is, therefore, to provide insight into the country of origin effect on the purchase of food products in China. The paper reports the findings of an empirical study conducted in Beijing that was based on a large-scale street survey of consumers. Despite limitations related to representativeness and self-reporting, the study generated a number of useful insights. Specifically, the findings suggest that food originating from overseas is perceived to be of higher quality than food originating from China and that Chinese consumers do not see food originating overseas as all the same but relate quality to the country from which it originates. Food originating from overseas had a perceived advantage in the minds of Chinese consumers, although there is still an inclination to buy Chinese food which may serve as a barrier to entry in this market for overseas companies who do not produce in China itself.

Suggested Citation

  • Keith Walley & Paul Custance & Tan Feng & Xu Yang & Li Cheng & Sandra Turner, 2014. "The Influence of Country of Origin on Chinese Food Consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(2), pages 78-98, October.
    • Handle: RePEc:mig:tmjrnl:v:2:y:2014:i:2:p:78-98
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    References listed on IDEAS

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    Cited by:

    1. Ngoulma, Jeannot, 2015. "Consumers’ willingness to pay for dairy products: what the studies say? A Meta-Analysis," MPRA Paper 65250, University Library of Munich, Germany.
    2. SEVANANDEE Brenda & DAMAR-LADKOO Adjnu, 2018. "Country-Of-Origin Effects On Consumer Buying Behaviours. A Case Of Mobile Phones," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(2), pages 179-201, August.

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