Consumer attitudes toward Canadian-made versus imported products
Marjorie Wall, Louise A. Heslop
Journal of the Academy of Marketing Science · 1986 · Volume 14 · Issue 2
Abstract
A survey of 635 Canadian men and women revealed that overall attitudes toward Canadian-made products were positive, especially among women. Cynicism existed among men and among persons who were older, had higher educations, higher incomes and higher status occupations. For clothing and footwear products Canadian-made rated high, but Japanese-made rated higher for automobiles and home entertainment equipment, while European wines were rated ahead of Canadian wines. The last purchase in each product category studied was frequently Canadian-made. Consumers favored purchasing Canadian-made products in the future except for home entertainment equipment. Implications for Canadian industry, marketing and government policy are drawn.
Keywords
Income, Product Category, Consumer Attitude, International Business Study, Canadian Worker
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