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Vietnamese put a high importance on country-of-origin in purchase. This is applicable especially to 30's and high incomes.
Japan is federated with good quality image especially in electronics category.
Fashion is the category that people pay attention to country-of-origin less. Europe is linked with good image for the category.
Japan is perceived as the coutntry of high quality. On the other hand, few federate it with the images such as coole or cute.
Vietnam is federated with both of positive and negative images. The youth and female take the country image more positively.
Survey about Country of origin images for Vietnamese.
Number of respondents: 660
From 20 - 39 years old, HaNoi & HoChiMinh.
Conducted on September, 2017
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