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

Abstract

This study examines the diff erences among the perceptions of country image eff ects on the milkpowder market for urban and rural consumers in the southern region of Sri Lanka. The SriLankan milk powder market consists of local brands and foreign brands. The choice of one ofthe brands has been characterised by quality attributes of each. The sample consists of 268respondents. A personal interview method is used to collect primary data with the help of astructured questionnaire developed and based on the Semantic Diff erential method. Thefi ndings of the study provide signifi cant implications on the role of country image in evaluatingproduct.