Beer Preference and Country-of-Origin in Hong Kong

Successful exporting to East Asian markets requires a good understanding of how consumers view products from various countries. But the country-of-origin effect is likely to differ among different segments in any country. The study reported here shows that, for beer, people in different occupational categories in Hong Kong use country-of-origin information differently. Some consumers believe it has a major impact on product quality, and thus should be important in the product choice criteria. These people think imports provide the highest quality. Others think country-of-origin is not so important, and do not consider it much in choosing beer. They are much more likely to think Hong Kong or Chinese beer is just as good as imports