European luxury brands made in China: the effect of low-cost country manufacturing on brand image and purchase decisions

European luxury brands have an image of manufacturing their products in the same country where the brands originate. However, in the past years many luxury brands have shifted their manufacturing to countries outside Europe. China is now a common manufacturing country for European luxury brands despite the country’s poor image as a manufacturer. Chinese manufacturing is often associated with bad quality, bad labour conditions, mass production, and counterfeits. The image of China does not quite match the image luxury brands enjoy including characteristics such as high end quality, craftsmanship, details, design, or premium price. A negatively perceived country-of-manufacture may have an effect on a brand’s image and consumers’ purchase decisions. This thesis is focused on European luxury brands manufacturing in China, and how this effects the brand image and purchase decisions among luxury consumers. The empirical part of this thesis is based on focus group research, which is a popular method in the field of qualitative research. The main focus group is female luxury consumers in Finland. This main group has been divided into three categories: 1) the university students, 2) the young career women, 3) the experienced luxury consumers. This categorization has been done based on their different stages in luxury consumption. All in all, the empirical research consisted of 11 interviews and 29 participants. The main contribution of this thesis was that there is a difference between the opinions of the younger groups (university students and young career women) and the experienced luxury consumers when discussing the effect of country-of-manufacture on brand image and purchase decisions of luxury brands. The younger participants thought that manufacturing luxury products in China might affect the brand image, but their purchase decisions would not be that much affected by the country-of-origin. The experienced luxury consumers had quite a different view on the country-of-origin of luxury brands – they found it an important decisive factor prior making purchases. The majority of experienced luxury consumers would not buy luxury products made in China, and they would always check where these products are made in.

Salivary gland cancer in Finland: Incidence, histological distribution, outcome and prognostic factors

Salivary gland cancer (SGC) is a rare cancer. The histological classification of SGC is complex and its biological behavior highly variable: it may vary from a low-grade tumor to a high-grade and often fatal malignancy. These circumstances make this cancer a diagnostic and therapeutic challenge. Older age and exposure to ionizing radiation are known risk factors. The mainstay of treatment is surgery combined with adjuvant radiation therapy, when appropriate. In addition to the histological type, the only well known prognostic factor is the TNM classification, which describes the tumor size and the amount of metastases. This study was performed using a full population-based nationwide cohort of SGC patients and tumors diagnosed in Finland in 1991-1996. The annual incidence of SGC in the entire population was, on average, 47.7 per year. By histological re-evaluation of 237 specimens the most frequent histological types were the adenoid cystic carcinoma (n=65; 27%), the mucoepidermoid carcinoma (n=45; 19%) and the acinic cell carcinoma (n=41; 17%). The highest 10-year disease-specific survival rate occurred among patients with acinic cell carcinoma (90%), followed by mucoepidermoid carcinoma (81%) and adenoid cystic carcinoma (60%). A high volume-corrected index (VCI) of Ki-67 correlated with worse survival of patients with SGC. Computer-assisted morphometric analyses of CD34-positive vessels indicated an unfavorable prognosis for patients with mucoepidermoid carcinoma and an association with poor survival among patients with acinic cell carcinoma. A high level of expression of matrix metalloproteinase-9 (MMP-9) showed a trend for a poorer prognosis in salivary duct carcinoma, and a high level of MMP-13 and a low level of MMP-1 had a trend for a poorer prognosis of patients with SGC. A low level of MMP-7 was associated with a poor prognosis of patients with acinic cell and mucoepidermoid carcinoma.

Finnish buyers’ perceptions of Indian textile and clothing suppliers: Country of origin in focus

Choosing the right supplier is crucial for long-term business prospects and profitability. Thus organizational buyers are naturally very interested in how they can select the right supplier for their needs. Likewise, suppliers are interested in knowing how their customers make purchasing decisions in order to effectively sell and market to them. From the point of view of the textile and clothing (T&C) industry, regulatory changes and increasing low-cost and globalization pressures have led to the rise of low-cost production locations India and China as the world’s largest T&C producers. This thesis will examine T&C trade between Finland and India specifically in the context of non-industrial T&C products. Its main research problem asks: what perceptions do Finnish T&C industry buyers hold of India and Indian suppliers? B2B buyers use various supplier selection models and criteria in making their purchase decisions. A significant amount of research has been done into supplier selection practices, and in the context of international trade, country of origin (COO) perceptions specifically have garnered much attention. This thesis uses a mixed methods approach (online questionnaire and in-depth interviews) to evaluate Finnish T&C buyers’ supplier selection criteria, COO perceptions of India and experiences of Indian suppliers. It was found that the most important supplier selection criteria used by Finnish T&C buyers are quality, reliability and cost. COO perceptions were not found to be influential in purchasing process. Indian T&C suppliers’ strengths were found to be low cost, flexibility and a history of traditional T&C expertise. Their weaknesses include product quality and unreliable delivery times. Overall, the main challenges that need to be overcome by Indian T&C companies are logistical difficulties and the cost vs. quality trade-off. Despite positive perceptions of India for cost, the overall value offered by Indian T&C products was perceived to be low due to poor quality. Unreliable delivery time experiences also affected buyer’s reliability perceptions of Indian suppliers. The main limiting factors of this thesis relate to the small sample size used in the research. This limits the generalizability of results and the ability to evaluate the reliability and validity of some of the research instruments.