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'US students 'clueless' on origin of brands'

Students misidentify the country of origin of brands in connection with global-brand products such as Nokia, Adidas and others, as per a survey.

business Updated: May 26, 2007 12:01 IST

Misidentifying the country of origin happens commonly among US college students in connection with global-brand products such as Nokia, Samsung and Adidas, according to a recent market survey.

Fifty-three per cent of the students surveyed thought Finnish cellphone company Nokia to be Japanese, 57.8 per cent thought Korean electronics company Samsung was Japanese, and 48.5 per cent mistakenly thought Adidas clothing came from the United States rather than not Germany, said Anderson Analytics LLC.

While 37.9 per cent correctly identified Motorola as an American company, 42 per cent thought it was Japanese. South Korean car Hyundai was misidentified as Japanese by 55.7 per cent of the students, it said.

Among countries, 81.8 per cent of the respondents said they believe Japan makes quality products overall, 78.5 per cent the United States and 77.1 per cent Germany.

"For the most part, this next generation of educated American consumers either have no clue where the brands they use come from or simply assume everything comes from the United States, Japan or Germany," an Anderson Analytics official said.

The findings are based on an online survey of 1,000 US college students conducted during the fall semester in 2006.

First Published: May 26, 2007 11:42 IST