Brand & Countries

Its From Where? College Students Clueless on Where Favorite Products Come From.
Cell Phone Makers and Cars Manufacturers among the Most Misidentified.

1
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Brand & Countries

Most misidentified brands

Country of Origin USA Japan Sweden France Korea UK Sweden Sweden Netherlands Germany Sweden Korea Korea Denmark Finland % Answered Correctly 37.9 37.3 31.2 30.9 24.5 18.5 16.8 15.3 13.7 12.2 9.9 9.8 8.9 8.4 4.4 Rating (% of top-2box) 62.1 75.4 * 53.7 * 57.4 16.3 49.5 * 64.5 * 52.9 58.4 * 76.2 * 28.3 *** 56.1 50.6 59.5 * 65.9 * Most People Said Its From: Japan Japan Sweden France Japan USA Germany Germany Germany USA USA Japan USA USA Japan Rating (% of top-2box) 62.2 75.4 53.7 57.4 19.5 39.6 55.2 47.2 40.4 64.4 20.4 54.3 45.2 43.3 43.3 2nd Most People Said Its From: USA USA USA Italy Korea UK Sweden Sweden Netherlands Germany Japan USA Japan Japan USA Rating (% of top-2box) 62.1 62.1 41.8 51.4 16.3 49.5 64.5 52.9 58.4 76.2 25.4 60.0 53.6 32.5 42.1

Brand Motorola Lexus IKEA Hermes Hyundai Land Rover Volvo SAAB Heineken Adidas Ericsson Samsung LG Lego Nokia

% 42.0 37.3 31.2 30.9 55.7 58.4 49.0 40.4 55.7 48.5 30.3 57.8 41.9 61.1 53.6

% 37.9 33.7 23.6 21.5 24.5 18.5 16.8 15.3 13.7 12.2 27.9 10.5 26.0 11.7 12.6

* significant higher (conf lvl 95) Anderson Analytics LLC, 2007. All Rights Reserved

** significant higher (conf lvl 90)

*** significant higher (conf lvl 80) 2

Brand & Countries

Most misidentified countries

Average % of people misidentified product(s) from this country
100% 90% 80% 70% 60% 50% 40% 34% 30% 23% 20% 10% 0%
d an inl F D k ar m en N s nd la er h et a re Ko n de we S U K ce an Fr m er y an ly Ita n pa Ja A US

96% 92% 86% 86% 82% 81%

# of products asked in the survey from each country Finland Denmark Netherlands
58% 46% 45%

1 1 1 3 4 1 2 4 2 6 7

Korea Sweden UK France Germany Italy Japan USA

Anderson Analytics LLC, 2007. All Rights Reserved

Brand & Countries

Country Japan USA Germany Italy United Kingdom France Sweden Canada Netherlands China Korea Denmark Finland Poland Russia Mexico Vietnam

% believe this country makes quality products overall 81.8 78.5 77.1 73.9 66.1 52.1 48.9 44.2 42.2 40.3 39.7 32.9 31.4 18.8 18.2 16.3 14.3

Product Category Cellphone MP3 Player Video Games Stereo Computer Car Clothing Chocolate Watch

Most Preferred Country of Origin Japan Japan Japan Japan USA Japan USA USA Switzerland

% 35 33 37 36 51 28 44 21 23

2nd Most Preferred Country of Origin USA USA USA USA Japan USA Italy Switzerland USA

% 23 28 23 22 16 23 8 15 18

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Brand & Countries

Brand Misidentification and Quality of Product Perception

LG (from Korea) 47% of the respondent think LG is a quality brand
89 people think LG is from Korea % think Korea makes good products % think US makes good products % think Japan makes good products 420 people think LG is from US 38 261 people think LG is from Japan 38

56* 71*

People who know LG is from Korea gave higher product rating for Korea. Regardless of which country they associated LG with, the perception about the quality of product from Japan is high universally.

80

82

* Statistically Significant

85

84

82

Most people did not regard Hyundai as a quality brand, therefore, their perceptions about the country of origin are not significantly different.

Hyundai (from Korea) 19% of the respondent think Hyundai is a quality brand
246 people think Hyundai is from Korea % think Korea makes good products % think Japan makes good products 42 559 people think Hyundai is from Japan 38

85

83

Anderson Analytics LLC, 2007. All Rights Reserved

Brand & Countries

Brand Misidentification and Quality of Product Perception

IKEA (from Sweden) 45% of the respondent think IKEA is a quality brand
313 people think IKEA is from Sweden % think Sweden makes good products % think US makes good products 237 people think IKEA is from US 36

68*
76

83

People who know IKEA is from Sweden gave higher product rating for Sweden.

* Statistically Significant

People who think IKEA is from the US generally think that the US makes good quality product but Sweden does not.

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Methodology

Methodology: A representative sample of 1,000 US college students at over 375 US universities and colleges ranging from Adams and Adelphi to Wright and Xavier were interviewed. The total sample size represents a confidence interval of +/-3.1% at the 95% confidence level. The survey was fielded online in late 2006. About GenX2Z GenX2Z is an Anderson Analytics vertical that focuses on providing in-depth market research services for companies that seek to benefit from having the insight to consumers of the American Generations X, Y, and Z. The mission for GenX2Z is to offer unparalleled expertise on youth market research. About Anderson Analytics More than Market Research, Anderson Analytics is the first next generation marketing consultancy to combine new technologies, such as data and text mining, with traditional market research. We focus on helping clients Gain the Information Advantage by combining the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia and the creativity found only in smaller firms. Our clients put their customers first and so do we, visit our website to learn about The AAAssurance www.andersonanalytics.com

Anderson Analytics LLC, 2007. All Rights Reserved