GMI World Poll: Chinese and Japanese Consumers Image of America Most Influenced by U.S. Foreign Policy

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A survey by independent market research solutions company GMI, Inc. has found that 1/5 of Chinese consumers and 1/10 of Japanese consumers indicate that they consciously avoid purchasing American products as a result of their discontent with recent U.S. foreign policy and military actions, which according to the survey, is most important in shaping their impression of the United States (

“With China’s continued GDP growth, increasing consumer buying power, and the largest consumer market in the world, there is no doubt that these results must be taken seriously,” explains Bob Chua, Managing Director of GMI International. Chua added that Chinese and Japanese consumer’ attitudes towards America and American foreign policies could have a direct impact on future American brands entering and already in these markets.

GMI World Poll, which polled a 1000 representative sample in both China and Japan (97% accuracy) found that 39% of Japanese consumers and 37% of Chinese consumers indicated that American foreign policy was most important in molding their image of the United States.

Other key findings include:

•One-half of Japanese consumers and one-third of Chinese consumers indicate a negative change in their view of America as a result of the U.S. War on Terror and the War in Iraq

•80% of Chinese consumers and 62% of Japanese consumers think the primary reason behind the United States’ War in Iraq was an attempt to control oil

•79% of Chinese consumers think the United States foreign policies are guided by self –interests and empire building; 15% of Chinese consumers think it’s the defense of freedom and democracy

•56% of Chinese consumers distrust the American government

The extensive study of Chinese and Japanese consumers also found a direct correlation between the consumers’ attitude towards American foreign policies and their purchasing habits of locally offered American products and services. According to the survey, the companies most likely to be impacted include American owned and operated airlines and CNN News International.

GMI World Poll questions are designed to solicit opinions on numerous topical issues and critical global events. GMI surveys use highly profiled double opt-in panels from more than 500 global sources to help achieve 97% accuracy in their statistical results.

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