Perceived Positioning of ‘Made in China': Perspective of Means-End Theory

Marketing a product to global consumers is a challenge due to intense competition and consumer biases toward specific country in global market. This paper has been used to address the specific challenge of country made in label in context of ‘Made in China' because China is largest manufacturer and exporter in the world. A conceptual framework has been drawn using extant literature to determine the perceived positioning of ‘Made in China' label. For conceptualization of this study means-end theory has been used which determine product characteristics at superior level. The proposed conceptual framework provides strong managerial insights and indicates that positioning of ‘Made in China' label is significantly influenced at cognitive, normative and affective level. Authors believe this framework as a valuable guideline for brands those are thinking to approach global consumers. This study is also comprised of the mechanism that can be used by firms to handle the perceived positioning of ‘Made in China'.