The purpose of this article is to understand the behavior of Chinese industrial purchasers towards a variety of industrial products obtained from the 11 major foreign sourcing countries. In particular, this article pinpoints the effects of Chinese buyers' characteristics and country-of-origin on foreign product class selection. Also delineated are effects of different marketing mix variables on product quality perceptions as well as the strengths, intensity, and direction of buyers' attitudes and beliefs of different foreign products. It is expected that this paper will provide vital information to those individuals interested in international trade and business with China, as well as to others interested in its ramifications.
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