“The role of country of origin and psychic distance on Swedish consumers´ perception of the quality of American, German and Japanese automobiles”

Abstract: In this study, we intended to analyze the quality perception of Swedish consumers on American, German and Japanese automobiles, and the impact of psychic distance and country of origin concepts by addressing questions below: What is the national consumer perception towards German, Japanese and American automobile quality in Sweden? How do country of origin and psychic distance concepts determine consumer quality perception?To be able to answer questions above, we conducted qualitative and deductive approaches by means of focus group, and interview methods. The focus group consists of 6 members and 6 personal interviews were carried out in addition. The result of the study gave us insights on how Swedish consumers perceived quality and confirmed that country of origin and psychic distance impact the consumers' perceived quality. Country of origin (COO) effect was most positive for German cars and least positive for Japanese cars and it had middle effect on American cars. Psychic distance was shortest and most positive for German cars and longest and most negative for Japanese cars. Psychic distance had medium level and effect for American cars.