Title: The country image effects on the milk powder market of southern region in Sri Lanka

Authors: M.J.F. Fazeela Ahsan, P.A.P. Samantha Kumara, Siriyama Kanthi Herath

Addresses: Faculty of Management and Finance, University of Colombo, Sri Lanka. ' Department of Accounting and Finance, Faculty of Management and Finance, University of Ruhuna, Matara, Sri Lanka. ' Department of Accounting, School of Business, Clark Atlanta University, James P. Brawley Drive at Fair Street, Atlanta, GA 30314, USA

Abstract: This study examines the differences among the perceptions of country image effects on the milk powder market for urban and rural consumers in the southern region of Sri Lanka. The Sri Lankan milk powder market consists of local brands and foreign brands. The choice of one of the brands has been characterised by quality attributes of each. The sample consists of 268 respondents. A personal interview method is used to collect primary data with the help of a structured questionnaire developed and based on the Semantic Differential method. The findings of the study provide significant implications on the role of country image in evaluating product.

Keywords: country image; perception; quality attributes; milk powder market; Sri Lanka; enterprise development; urban consumers; rural consumers; local brands; foreign brands; product evaluation.

DOI: 10.1504/IJMED.2007.011457

International Journal of Management and Enterprise Development, 2007 Vol.4 No.1, pp.82 - 95

Published online: 30 Nov 2006 *

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