Importance of Country-of-Origin on Different Product Categories Purchase Decision

Open access

Summary

Country of origin is an important factor in product evaluation process as well as for purchase decision. Its importance depends on the amount of information consumers have about the product and product category. This paper investigates the importance of coutry of origin in purchase decision-making process for three different product categories: high risk and high level of consumer involvement in purchasing process (car), medium risk and midium level of consumer involvement in purchasing process (TV), and low risk and low level of consumer involvement in purchasing process (confectionery products). Also, this paper investigates importance of country of manufacturing for purchase decision-making process in relation to country of origin’s importance. Research was conducted on 215 respondents from Belgium and Republic of Croatia. Results have shown that country of origin is important only for car purchase, but not for TV and confectionery products. For all product categories, country of origin has been shown to be more important in the decision-making process than country of manufacturing.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • 1. Acharya C. & Elliott G. (2001). An Examination of the Effects of Country of Design and Country of Assembly on Quality Perceptions and Purchase Intentions. Australasian Marketing Journal9 (1) 61–76.

  • 2. Agrawal J. & Kamakura W.A. (1999). Country of origin: A competitive advantage?. International Journal of Research in Marketing16 255–267.

  • 3. Ahmed S. & d’Astous A. (2001). Canadian consumers’ perceptions of products made in newly industrializing east Asian countries. Journal of International Consumer Marketing11 (1) 54–81.

  • 4. Ahmed Z.U. Johnson J.P. Yang X. Fatt C.K. Teng H.S. & Boon L.C. (2004). Does country of origin matter for low-involvement products?. International Marketing Review21 (1) 102–120.

  • 5. Alden D.L. Hoyer W.D. & Crowley A.E. (1993). Country-Of-Origin Perceived Risk and Evaluation Strategy. Advances in Consumer Research20 678–683.

  • 6. Balabanis G. & Diamantopoulos A. (2008). Brand Origin Identification by Consumers: A Classification Perspective. Journal of International Marketing16 (1) 39–71.

  • 7. Bilkey W.J. & Nes E. (1982). Country-of-origin Effects on Product Evaluations. Journal of International Business Studies Spring/Summer 89–99.

  • 8. Brodowsky G.H. (1998). The Effects of Country of Design and Country of Assembly on Evaluative Beliefs About Automobiles and Attitudes Toward Buying Them. Journal of International Consumer Marketing10 (3) 85–113.

  • 9. Brodowsky G.H. Tan J. & Meilich O. (2004). Managing country-of-origin choices: competitive advantages and opportunities. International Business Review13 729–748.

  • 10. Chandrassen A. & Paliwoda S.J. (2009). Country of Assembly (COA) effect on perceived automobile quality: a Thai consumers’ perspective. Journal of Marketing Management9 483–499.

  • 11. Chao P. (1998). Impact of Country-of-Origin Dimensions on Product Quality and Design Quality Perceptions. Journal of Business Research42 1–6

  • 12. Chatallas M. Kramer T. & Takada H. (2008). The impact of national stereotypes on the country of origin effect. International Marketing Review25 (1) 54–74.

  • 13. Fetscherin M. & Toncar M. (2010). The effects of the country of brand and the country of manufacturing of automobiles. An experimental study of consumers’ brand personality perceptions. International Marketing Review27 (2) 164–178.

  • 14. Godey B. Pederzoli D. Aiello G. Donvito R. Chan P. Oh H. Singh R. Skorobogatykh I.I. Tsuchiya J. & Weitz B. (2012). Brand and country-of-origin effect on consumers’ decision to purchase luxury products. Journal of Business Research65 1461–1470.

  • 15. Hamzaoui-Essousi L. & Merunka D. (2007). Consumers’ product evaluations in emerging markets. International Marketing Review24 (4) 409–426.

  • 16. Han C.M. & Terpstra V. (1988). Country of origin effects for uni-national and bi-national products. Journal of International Business Studies19 (2) 235–255.

  • 17. Haubl G. & Elrod T. (1999). The impact of congruity between brand name and country of production on consumers’ product quality judgements. International Journal of Research in Marketing16 199–215.

  • 18. Kalicharan H.D. (2014). The Effect And Influence Of Country Of Origin On Consumers’ Perception Of Product Quality And Purchasing Intentions. International Business and Economics Research Journal13 (5) 897–902.

  • 19. Lu Wang C. Li D. Barnes B.R. & Ahn J. (2012). Country image product image and consumer purchase intention: Evidence from an emerging economy. International Business Review21 1041–1051.

  • 20. Manrai L.A. Lascu D.N. & Manrai A.K. (1998) Interactive effects of country of origin and product category on product evaluations. International Business Review7 591–615.

  • 21. Nes E.B. & Bilkey W.J. (1993). A multi-cue test of country-of-origin theory. In: N. Papadopoulos & L. Heslop (Eds). Product-Country Images: Impact and Role in International Marketing (179–185). New York NY: International Business Press.

  • 22. Özsomer A. Bodur M. & Cavusgil S.T. (1991). Marketing standardization by multinationals in an emerging market. European Journal of Marketing25 (12) 50–61.

  • 23. Pappu R. Quester P.G. & Cooksey R.W. (2007). Country image and consumer-based brand equity: relationships and implications for international marketing. Journal of International Business Studies38 (5) 726–745.

  • 24. Piron F. (2000.) Consumers’ perceptions of the country of origin effect on purchasing intentions of (in) conspicuous products. Journal of Consumer Marketing17 (4) 308–321.

  • 25. Quester P.G. & Smart J. (1998). The influence of consumption situation and product involvement over consumers’ use of product attributes. The Journal of Consumer Marketing15 (3) 220–238.

  • 26. Rezvani S. Dekhordi G.J. Rahman M.S. Fouladivanda F. Habibi M. & Egzhtebasi S. (2012). A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention. Asian Social Science8 (12) 205–215.

  • 27. Srinivasan N. Subhash C.J. & Sikand K. (2004). An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues. International Business Review13 65–82.

  • 28. Thakor M.V. & Lavack A.M. (2003). Effect of perceived brand origin associations on consumer perceptions of quality. Journal of Product & Brand Management12 (6) 394–407.

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 1088 679 45
PDF Downloads 668 455 26