A survey of 635 Canadian men and women revealed that overall attitudes toward Canadian-made products were positive, especially among women. Cynicism existed among men and among persons who were older, had higher educations, higher incomes and higher status occupations. For clothing and footwear products Canadian-made rated high, but Japanese-made rated higher for automobiles and home entertainment equipment, while European wines were rated ahead of Canadian wines. The last purchase in each product category studied was frequently Canadian-made. Consumers favored purchasing Canadian-made products in the future except for home entertainment equipment. Implications for Canadian industry, marketing and government policy are drawn.

Journal of the Academy of Marketing Science
Sprott School of Business

Wall, M. (Marjorie), & Heslop, L.A. (1986). Consumer attitudes toward Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14(2), 27–36. doi:10.1007/BF02722154