Abstract: “Abstract—The purposes of this research were to measure, rank, and compare the effects of country image on quality level of Major Appliances from Japan, South Korea, the United States, Sweden, and Germany. Five hundred fifty three questionnaires were answered by consumers in Bangkok. Statistical instruments such as mean, standard deviation, and One-Way-ANOVA with the significant level at 0.05 were selected to complete the process of data analysis. The results revealed that Thai consumers ranked the highest product quality of country image from Japan, South Korea, the United States, Sweden, and Germany respectively. The test of statistic hypothesis also found that the average quality perception of products from Japan was significantly higher than those of products from any other country. In contrast, the average quality perception of products from Germany was significantly lower than those of products from any other country, except Sweden.”

Keywords: Country Image, Major Appliances, Quality Perception, Thailand.