Literature Review:Tom et.al.

, (1991) The situational variables do affect the relative importance of expectation, disconfirmation, and perceived performance on consumer satisfaction. The importance of expectation and disconfirmation explaining satisfaction appear to be less important as the role of situational variables increases in the decision process. However, it is not just the situational variables per se that are important. Rather, they suggest that the nature of the consumer decision needs to be recognized in the determination of consumer satisfaction. Expectation and disconfirmation seems to be relatively more important in decisions where the brand is the focal point of attraction. Olson et.al( 2004) The average quality rating on Chinese products was 3.467, falling in the poor value range, based on all 500 subjects This includes those who are still currently using the product, indicating consumers have a poor perception of Chinese-made products. The product value index metrics in Table 2 give a clear indication of the magnitude of the preference for non-Chinese products. The mean product value index showing preference for the nonChinese product was in excess of 225 percent (weighted average at 210 percent) and ranged as high as 625 percent (that is, the price/cost per month was 6.25 times greater for the Chinese products when compared with non-Chinese products). It can be concluded that consumers clearly perceive the majority of non- Chinese-made products as having greater net product value than Chinese manufactured product. Creusen and Schoormans, (2005) The appearance of a product can influence consumer choice in different ways. Distinguishing these different appearance roles will help managers to make better use of product appearance as a marketing tool To use the potential of product appearance fully in influencing consumer choice, the appearance should communicate the central consumer advantage to consumers and should fit the products market positioning But consumers have more difficulty in indicating how aspects such as quality impression and aesthetic and symbolic value can be improved, as these aspects concern the overall impression of the appearance. The effect of changes in appearance characteristics on the whole product impression is difficult to imagine for consumers. For a consumer, the value of certain characteristics, such as color, may change when the rest of the product changes.

Chan & Hunag(2007) analyzed these brand names from six aspects: the syllable choice, the tone pattern, the compounding pattern, the semantic pattern, the semantic field which consists of semantically associated words to indicate the functions orfeatures of products, and the most frequently used words in branding. We found that Chinese brand naming has a consistent tendency for two-syllable names with a modifier-noun compounding structure. High tones and positive meaning are also the preferred features. The cultural influence is reflected in the selection of the semantic fields and the choice of words for brand names.The second one is a linguistic analysis of the top 100 valuable global brand names. We will make a comparison and contrast of the characteristics of these two groups of brand names, and discuss the implications of these findings to international marketers. Furnham and Valgeirsson, (2007) Happiness and success from the materialism scale did not predict willingness to buy counterfeit goods. Happiness seems to be independent of quality and brands of products. For some, buying counterfeit products makes them happy while for others buying authentic brands makes them happy. In a similar way, MaterialismSuccess does not discriminate between those who want authentic and counterfeit products. The definition of this factor includes judging people by number of possessions and quality of possessions. It is possible to define one aspect of success for getting good value for money when buying number of counterfeit products and another one aspect of success for buying a single authentic quality object. Centrality is therefore the materialism trait that has the strongest connection with willingness to buy counterfeit products.

Xuecheng & Xiaohang(2008) examined Customer Satisfaction is the basement of Word of Mouth. WOMMA (Word of Mouth Marketing Association) states Word of Mouth is a both-side communication based on customerssatisfaction. From the analysis in Sector 4, the Satisfaction is not only the direct factor to increase WOM, and also amplifies the influence of Marketing Efforts. So all of marketing strategy which aims to WOM should take Customer Satisfaction considered even based on.Secondly, companies can manage the Word of Mouth via organizing their marketing activities. The increasing or decreasing of the frequency and quantity of marketing activities could be used to manage WOM. The raise of marketing activities can drive more attention from customers and then active their.

Koichiro Kimura, (2009) The development of the local firms against the foreign affiliated firms depend on the effect of competition among the local firms. Although the local firms lack technological capabilities in comparison with the foreign affiliated firms, the Chinese firms were able to form their own advantages through competition among themselves. And, the condition of the competition has been formed as the entry barrier through the institutional changes historically

Vanaja Menon Vadakepat (2010) Certain fundamental concepts and customary practices often control the buying behavior of consumers in a market. Learning the strong perceptions of consumers on a brand, which are crucially associated with the quality, price and availability of the brand, often provide foundation to assess consumers loyalty. In fact, very few brands could promise full satisfaction to consumers. The brand perception of the customer varies clearly in case of Chinese and branded products. Bajaj and Marion Steel(2010) The notion that counterfeiting only occurs in luxury products is not new, but the concept of consumers categorizing product groups and identifying different value requirements for each group does indicate further areas for research. The willingness to accept counterfeits appears to be limited to products that do not have a critical impact on lifestyle or health supporting the idea that authenticity is more desirable in certain products purchased for specific purposes. The value components in the trade-off are price, quality, authentic ownership and the purpose of the product.

Marc Fetscherin* and Marc Sardy

Chinese brands have begun their journey beyond the borders of China. That many larger and middle-sized Chinese firms have become strong domestic producers with the partnership and backing of the government. The Chinese marketplace and contract manufacturing is no longer the only focus of domestic Chinese firms and that they have several ways to expand globally. There are still obstacles that must be overcome by these firms for success beyond the great wall. Current negative perception of Chinese brand and product quality are clearly hurt by the negative country of origin effect but these issues could be overcome over time. Garment and furniture are great examples of quality successes. Other industries need to follow the lead of these industries. Trust and quality perception for Chinese goods will not come over night; it took Japanese and South Korean companies several years to overcome their poor quality reputation, but they did overcome it. Success will not come easy and in the short run, Chinese companies operate in a new era with intense global competition, open markets, instant communication and sophisticated consumers. The competitiveness of Chinese brands in the global market is unclear but likely to be very strong in the near future. What is clear, the number of leading global brands owned by Chinese entities will climb in the next few years; it will be due to a combination of acquisitions and accelerated brand building. Lenovo, Haier and Bird represent aggressive acquirers and impressive entities in their domestic markets; and are more globally competitive year after year. Chinese companies have to choose between building their own brands versus buying

one. The more conservative, incremental brand building approach starts form local markets, expands to regional, and finally goes global, a slow but effective internal growth process

K.Sivakumar et al.As long as MNCs products are existing in India, the Indian companies must concentrate on their quality and costto compete with them and has to occupy a pivotal role in their domestic countries. The taste and preference of consumers, their likes and dislikes, their feelings and attitude, their behavioural aspects and all other factors which influence them to prefer Indian products should be taken into account while shaping the products. Swadeshi movement is not required in India but best quality products for Indian consumer is very much required and that will erode the preference of MNCs product by Indian consumers.

Theresa Loo 2006 Brand China could be a superbrand in the making. It has a reasonable amount of media coverage in the international arena. It has many products with the made in China label in the global marketplace, so that consumers can experience Brand China first hand. There are also two international megaevents for China to upgrade its image in the world stage. Brand China also embodies values and images of modernity and progress. Under the go global policy, there are Chinese corporations, which used to be OEMs, that are moving up the value chain from low cost manufacturing to creating greater value in industries that they are a part of. China s brand image will be strong on innovation by claiming that only through new thinking will China be able to progress. There has been a massive investment in education such that China will soon match America in the number of doctoral degrees it awards. Those who believe that an organization s external image is a function of its internal culture (eg Davies et al ., 2003 ) will point to other changes in Chinese society; an economy based upon competence rather than ideology ( Shirk, 1993 ) and the change from looking inward to becoming a global leader. These are then indications as to what might be emphasized in China s branding strategy.