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The Impact of “Consumer Cringe” on Developing Regional Trade Blocks

The Impact of “Consumer Cringe” on Developing Regional Trade Blocks Abstract The continuing development of regional trade blocs, such as COMESA (The Common Market for Eastern and Southern Africa), ECOWAS (The Economic Community of Western African States) and the resurgence of a new EAC (East African Co-operation), will depend significantly on consumer confidence in products from within the region. Ninety-six Commerce undergraduates from Tanzania estimated the preference patterns, among relevant home market segments, for a range of consumer goods produced in Tanzania, East Africa, and the West. For each comparison, the three goods were described as identical in terms of the “4 Ps” (Product, Promotion, Price, and Place). Tanzanian consumers were consistently reported to prefer Western foreign goods over equivalent regional imports, with home-produced goods faring least well of all. Such “consumer cringe” (which has also been identified in West Africa and South America) suggests that at least in terms of the East African Co-operation (EAC), regionally-produced goods can indeed be relatively attractive, provided a bias in favor of Western goods can be addressed by appropriate marketing initiatives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of African Business Taylor & Francis

The Impact of “Consumer Cringe” on Developing Regional Trade Blocks

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The Impact of “Consumer Cringe” on Developing Regional Trade Blocks

Abstract

Abstract The continuing development of regional trade blocs, such as COMESA (The Common Market for Eastern and Southern Africa), ECOWAS (The Economic Community of Western African States) and the resurgence of a new EAC (East African Co-operation), will depend significantly on consumer confidence in products from within the region. Ninety-six Commerce undergraduates from Tanzania estimated the preference patterns, among relevant home market segments, for a range of consumer goods produced in...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1300/J156v01n02_06
Publisher site
See Article on Publisher Site

Abstract

Abstract The continuing development of regional trade blocs, such as COMESA (The Common Market for Eastern and Southern Africa), ECOWAS (The Economic Community of Western African States) and the resurgence of a new EAC (East African Co-operation), will depend significantly on consumer confidence in products from within the region. Ninety-six Commerce undergraduates from Tanzania estimated the preference patterns, among relevant home market segments, for a range of consumer goods produced in Tanzania, East Africa, and the West. For each comparison, the three goods were described as identical in terms of the “4 Ps” (Product, Promotion, Price, and Place). Tanzanian consumers were consistently reported to prefer Western foreign goods over equivalent regional imports, with home-produced goods faring least well of all. Such “consumer cringe” (which has also been identified in West Africa and South America) suggests that at least in terms of the East African Co-operation (EAC), regionally-produced goods can indeed be relatively attractive, provided a bias in favor of Western goods can be addressed by appropriate marketing initiatives.

Journal

Journal Of African Business – Taylor & Francis

Published: Jun 1, 2000

Keywords: Consumer cringe; country of origin effects; East African co-operation; regional trade blocks; product country image

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