The Study of Country of Chinese Female Consumers' Purchase Intention

Country images of Korea and Japan based on economic development, culture/education, Technological, political democratization and Workmanship, perceived by Chinese university girl students in Shandong Jinan city of Chinese emerging markets as the representative of a potential buying power group, are surveyed, which, then are used to study how the perceived country images effect on their purchasing intention for Korean and Japanese products, such as, foods, fashions, music CDs and dairy produces. The study shows that, in Chinese emerging markets, country image affects on the purchase intention of each products differently. The country image of Korea was less influential than that of Japan on the Chinese female consumers' purchasing intention for the goods. Despite the small number of the sample, this study showed the importance of country image in the in Chinese emerging markets and suggested the need for both the government and private sector to take a strategy to enhance the country image by finding the relation between the elements of country image and the intention to purchase certain product.