Perceptions of Consumers in Thailand Towards Purchasing Products Made in China: An Empirical Study of an International University in Thailand

  • Alexander Franco Stamford International University
  • Scott S. Roach Stamford International University
Keywords: China, Chinese Products, Consumer Nationalism, Country-of-Origin, Ethnocentrism, Price Sensitivity, Product Quality, Product Type, Thailand


The proliferation of Chinese products around the world is a phenomenon that merits academic inquiry as to consumer receptivity in respective nations. The purpose of this study was to assess such receptivity in the Kingdom of Thailand where substantive research on this subject has been lacking. Specifically, the perception factors of country-of-origin, consumer nationalism, price sensitivity, product quality, and product type purchased as per demographic variables were examined. The inquiry also looked at differentials between Chinese Thais and non-Chinese Thais regarding the purchase of goods made or assembled in China. Null hypotheses were tested for consistency in this study’s presentation due to the variability of statistical significance found in the literature review regarding the factors under examination. The study found that there were statistically significant differences between Thai purchasers and non-purchasers of Chinese products regarding the factors of consumer nationalism, price sensitivity, and perception of quality. It also found mixed results regarding Chinese product types purchased by demographic groups as well as mixed differentials between Chinese Thais and non-Chinese Thais. Suggestions for future research are presented to enhance utilitarian benefits for importers, wholesalers, retailers, and marketers.