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Abstract

The review of the literature indicates that many consumers tend to associate made-in-China products for having low-quality. Nonetheless, there is a limited study on how consumers perceived the made-in-China automobile brand. This study aimed to assess how Malaysian consumers perceived Chery, the made-in-China automobile and the factors influencing their perception of the brand. The factors examined were perceived quality, perceived price, and country of origin effect. 300 questionnaires were distributed to Malaysian urban consumers who were working adults using a 'drop-off and collect' method. 292 completed questionnaires were obtained. The findings of the analyses showed that generally, the respondents displayed positive perception towards Chery. The results of multiple regression analysis indicated that the main predictor to the respondents' perception towards Chery was perceived price. The practical implication of the study was addressed.