A Comparative Study of Pakistani Consumers' Country-of-Origin Attitudes toward the Marketing Mix of Products from Germany, Japan and South Korea

This study is among the first to report findings from empirical consumer research in Pakistan. The study has examined international business competitive rivalry of Germany, Japan and South Korea from the perspective of the consumers of a neutral country, Pakistan. The research was conducted to evaluate and compare the influence of the “made in …†label on Pakistani consumers' attitudes toward the marketing mix of products from the countries. This study used verbal references to general products by using the questionnaires used by a number of earlier researchers in similar studies. The comparison of the Pakistani consumers' attitude scores toward the marketing mix was conducted using analysis of variance statistical technique, at the .05 level of significance. The results of the hypotheses testing indicated the existence of significant differences among the Pakistani consumers' country-of-origin attitudes toward the marketing mix of products from the countries. Pakistani consumers seem to have the most positive attitudinal response to the products and marketing activities of Japan. The findings of this study are expected to contribute toward the planning and execution of the marketing strategies of international business managers in Pakistan and benefit all the concerned organisations.