Mexican Consumer Attitudes Towards Domestic and Foreign Made Products

Abstract

Mexico's entry into the North American Free Trade Agreement has raised concern among business leaders about the ability of domestic firms to compete at home and abroad. A key factor that will determine the competitiveness of local manufacturers is the effect that country image has on their products. This paper investigated how Mexican consumers evaluated electronic household products made in Mexico, Japan and the United States. If found that the image of Mexican-made products was inferior, but suggests some possible marketing strategies to improve it.