Perceptions of Consumers in Myanmar towards Purchasing Products Made In China: An Empirical Study of Students in a National Educational Institution in Yangon

Abstract

The globalization of Chinese products has been accompanied by questions as to their receptivity in different markets around the world. The body of academic literature on the issue of receptivity of Chinese products has grown with a focus on the consumer perception factors of country-of-origin, consumer nationalism, price sensitivity and quality of product. Prior research findings regarding receptivity, as per these perception factors, has been quite diverse but with studies about Western nations providing the most negative responses. The originality and value of this study is that this is the first academic work performed to assess receptivity of Chinese products by consumers in Myanmar. Applying convenience sampling, students at a national educational institution in Myanmar’s principal city, Yangon, were examined by conducting a self-administered questionnaire containing both close-ended and open-ended questions. Null hypotheses were tested for consistency in the presentation of the findings due to the variability of statistical significance discovered in the literature review. The findings indicated that frequent purchasers of Chinese products were more likely to regard the factors of country-of-origin and consumer nationalism over non-frequent purchases and that no statistically significant differences occurred regarding the perception factors of price sensitivity and product quality. The study also found mixed differentials when assessing by ethnic origins, with Myanmar consumers of Chinese ancestry indicating higher mean differences regarding the perception factors of country-of-origin and product quality over non-Chinese Myanmar. Suggestions for future research were made to provide utilitarian data that will assist practitioners along the supply chain, from manufacturers to retailers.

Trading Kuznets curve: empirical analysis for China

“…China’s exports of food products, minerals, fuels, chemicals, plastic or rubber, textiles and clothing, stone and glass, metals, transportation, intermediate goods, and raw materials have significantly increased in countries with sub-threshold income while decreasing in countries with up-threshold income for the period 1996 to 2019 (World Bank 2019c ). The loss of competitive power in up-threshold income countries is in line with our empirical findings, and this decrease may be related to the notorious low-quality perception of Chinese products and shifting preferences with increasing income (Franco and Roach 2018 ; Khan and Ahmed 2012 ; Kim et al 2015 ; Laforet and Chen 2012 ; Schniederjans et al 2004 ; Srivastava 2015 ; Watung 2014 ). Although China has increased the quality of its exports in recent years, the increase was not enough to diminish the country’s reputation for low-quality goods.…”

“…However, the widespread adoption of a low-priced leadership strategy by exporting companies led consumers to associate Chinese products with low quality (Karanfil 2015 ; Zhang and Su 2009 ). Researchers have presented the existing perception by comparing Chinese goods to both domestic and foreign goods in several countries (Franco and Roach 2018 ; Khan and Ahmed 2012 ; Kim et al 2015 ; Laforet and Chen 2012 ; Schniederjans et al 2004 ; Srivastava 2015 ; Watung 2014 ). Over time, consumers generalized this perception about all Chinese products, including those of higher quality (Barney and Zhang 2008 ).…”

Effect of Consumer Ethnocentrism on Purchase Intention of Consumers in Myanmar Textile Market

“…Those findings can address to this question that people fear to buy the foreign goods especially made in China goods that can threat to their security of life and health of national economy. This study was found that people keep their health of national economy by buying the local made clothes and then prohibit the imported items (Franco & Roach, 2018). In addition, habituation significantly effect on purchase intention of local textile clothes.…”