Rational or irrational? Understanding the uptake of ‘made-in-China’ products

Abstract

African economies are currently characterised by the increasing penetration of made-in-China products, resulting in a resurgence of academic interest in the ‘country of origin’ (COO) studies. The existing literature has described Chinese products as ‘inferior’ and patronised by the poor who cannot afford ‘superior’ brands from elsewhere. Based on in-depth interviews conducted with 65 consumers and 15 suppliers of made-in-China products in Ghana, this paper unpacks the notion of ‘inferiority’ of ‘made-in-China’ and the process of uptake in Ghana. The findings indicate that increasingly, Ghanaians of different socioeconomic statuses patronise made-in-China and employ various approaches including foot-in-the-door technique, the demand for product warranty and reliance on product reviews to guarantee their purchases. The findings, therefore, challenge the constraining effect of COO as a determinant of purchasing behaviour and reiterate the creativity and innovativeness of consumers to safeguard their private interest.