An empirical study of the magnitude and sources of consumer confusion about the company of origin of consumer packaged goods

dc.contributor.advisorLiefeld, John
dc.contributor.authorXia, Lei
dc.date.accessioned2021-03-31T15:34:19Z
dc.date.available2021-03-31T15:34:19Z
dc.date.copyright2004
dc.degree.departmentDepartment of Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractThe present study was an exploratory investigation of the consumer confusion about the company of origin of consumer packaged goods. It examined the magnitude and potential sources of consumer confusion about the company of origin in selected consumer packaged goods and identified the extent of normal consumer confusion. The research was conducted in Guelph and Cambridge, Canada. The product categories were shampoo/conditioner and multivitamin products. Two studies were conducted. Study One measured consumer confusion about the company of origin of products and consumer individual characteristics, which may be the potential sources of such confusion. Study Two measured similarity in appearance/names between selected product alternatives in each category. Results from both studies were combined in the final stage to explore relationships between the potential sources and consumer confusion about the company of origin of products and to gauge the extent of normal consumer confusion. Both studies used mall intercept techniques and standardized survey instruments. The study results revealed very low confusion rates and weak relationships between the proposed sources and consumer confusion about the company of origin of products. Theoretical and methodological implications of the results were discussed as well.en_US
dc.identifier.urihttps://hdl.handle.net/10214/24165
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectconsumer confusionen_US
dc.subjectcompany of originen_US
dc.subjectconsumer packaged goodsen_US
dc.subjectmagnitudeen_US
dc.subjectsourceen_US
dc.titleAn empirical study of the magnitude and sources of consumer confusion about the company of origin of consumer packaged goodsen_US
dc.typeThesisen_US

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