How firsthand exposure reshapes Nigerian perceptions of chinese product quality and country-of-origin bias

This study investigates the intricate relationships between Firsthand Exposure to China (FHEC), Perceptions of Chinese Products (PPCP), Cultural Familiarity with China (CUFC), and Nigerian Perceptions of Chinese Product Quality (PCPQ) and Country-of-Origin Bias. It specifically examines how FHEC, PPCP, and CUFC directly influence PCPQ, providing valuable insights into how these factors enhance consumer perception within the Chinese production sector. Using a stratified sampling method, 390 responses were gathered from Nigerian consumers of Chinese products, and the data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results indicate that FHEC, PPCP, and CUFC have a significant positive effect on PCPQ, highlighting their key role in building product quality in the market. These findings contribute to the ongoing discourse on PCPQ, particularly in how product quality can be established and maintained through these strategies. Additionally, the research offers practical recommendations, urging Chinese production companies in Nigeria to adopt a strategic framework that prioritizes sustainability, product quality, and diversification to enhance product perception. Specifically, companies should establish a cross-functional task force to implement these strategies, track progress, and adapt to emerging industry trends and quality standards. This structured approach will help companies navigate market volatility, comply with evolving regulations, and maintain a competitive edge through enhanced product quality and innovative practices.