Exporting to Morocco: Consumer Perceptions of Countries of Origin

Abstract

This article reports the results of a study of Moroccan consumers– perceptions of highly industrialized and newly industrialized countries as producers of technologically simple and complex consumer goods. Generally, respondents perceived products designed and assembled in highly industrialized countries as the best and products made in newly industrialized countries as inferior. Newly industrialized countries were perceived to be superior as assemblers of products than as designers of products. Among the industrializing countries, products made in Latin American countries were perceived to be inferior to products made in East Asian countries. Products made in Japan and the United States were evaluated much more positively than those made in Canada and England. Managerial implications are derived from the results.