Section 1:
ï‚· Compile a list of 5 countries and ask 10 respondents what specific
product(s) (NOT BRANDS) they associate with each of the countries.
 What distinct product attributes (durability, design, flavor, safety, etc…) do your respondents most perceive about products that come from each of these countries?
ï‚· What is the level of perceived quality that your respondents associate with each of these products?
Section 2:
ï‚· Prepare a brief description of any product (do NOT include brand name) of your choice, including a detailed list of specific product features.
ï‚· Make three identical versions of the description (keeping all the features identical for the three descriptions), varying only the country of origin of the product.
ï‚· Ask a different set of 5 consumers to rate each of the three product
descriptions (15 respondents in total) in terms of perceived quality,
perceived value, and likelihood of purchase.
Section 3:
Assess: Do ratings change as a function of the country of origin? How does this explain the power of country stereotype? What are the implications for marketers?
In this section, be sure to elaborate and incorporate concepts and theories learnt in class.