Perceptual product connection in an international context

The consumer's perception of a product is affected by his or her perception of similar and complementary products available from foreign countries. The subject under discussion is how consumers perceptually relate standardized products in an international context. The specific focus is on how those perceptual relations are connected to each other. A model for connection between such relations has been proposed and tested with the LISREL method. The findings clarify how consumers' beliefs about one product affect their beliefs about other products, the producers of the products, and their own purchasing behaviour. Two interrelated factors--product substitutes and the products' country of origin--are presented as the basis for the connections. The study aims to enhance our understanding of international consumer-product relations and brings new knowledge to the study of international consumer relations. The article finds that consumers perceive different connections inside and outside the country of origin. Inside the country of origin, the perception is that both substitute products and substitute producers are connected. This implies that consumers connect much of what is produced and imported in one country. Outside the country of origin, consumers seem to connect substitute products with other substitute products, and substitute producers with substitute producers independent of the country of origin. But consumers do not seem to connect substitute products and producers with each other outside the country of origin. These findings open up a new field of research.