Abstract Conjoint analysis is employed to quantify the trade-offs consumers make among multiple information cues in their preferences for automobiles. Cluster analysis followed the generation of conjoint utilities. The results indicate a significant reduction in the economic utility associated with an automobile when assembly is moved from the United States to Mexico.
Hybrid products can blur brand, manufacturer, and country identifications.
Consumer perceptions, attitudes, and behaviors toward products and brands could be significantly affected. They discovered that the impact depended on both the brand and the country of manufacture. They found that COO was more important in product quality assessment than either brand or price. The Current Study Eight variables, multiple cues, were incorporated into our experimental design. They found that COO was third or fourth in importance of six variables including both brand and price.