Country-of-Origin Effects on Consumer Buying Behaviours. A Case of Mobile Phones

Brenda Sevanandee 1  and Adjnu Damar-Ladkoo 2
  • 1 University of Mauritius
  • 2 University of Mauritius


In the period of market globalisation, global trade has changed immensely. Country-of – origin play a significant role in global marketing as it has created huge market opportunities for both firm and countries around the globe. Many companies are venturing in overseas market as they would benefit from a larger market share and lower cost of the goods and hence, these companies have to mention about the country-of-origin on the label of their products so that consumers can know where the goods originate from. This research will enable entrepreneurs and businesses who are in the commercial industry to have a better insight on the perception of consumers about the country-of-origin effects in the context of brands of mobile phones. The study further highlighted about the impact of a country’s image on the consumers’ purchase intentions. For this study, both qualitative and quantitative approach were used and both primary and secondary data were captured with the usage of convenience sampling technique. With evolutions in technology and mobile phones sectors, it was imperative to investigate on the above topic so as to reveal insightful details about country-of-origin effect on consumer buying behaviours as well as on country-of-manufacture and country-of-assembly.

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

  • AGRAWAL, J. AND KAMAKURA, W. A., 1999. Country of origin: A competitive advantage?. International Journal of Research in Marketing, 16(4),255–267.

  • AIELLO, G., DONVITO, R., GODEY, B., PEDERZOLI, D., WIEDMANN, K.P., HENNINGS, O.N., AND SIEBELS, O.A., 2010. Luxury brand and Country of Origin effect: results of an international empirical study. Journal of Marketing Trends, 1. Available from: [Accessed on 22 December 2016].

  • AKDOGAN, S., AND OZGENER, S., 2012. The Effects of Consumer Ethnocentrism And Consumer Animosity on the Re-Purchase Intent: The Moderating Role of Consumer Loyalty. Emerging Markets Journal, 2. Available from: [Accessed 27 November 2016].

  • APETREI, A., AND PETRUŞCA, C., 2010. Country-Of-Origin Effect In International Trade. Journal of Economics, 4(12). Available from: [Accessed 29 December 2016].

  • AURUSKEVICIENE, V., VIANELLI, D., AND REARDON, J., 2012. Comparison of Consumer Ethnocentrism Behavioural Patterns in Transitional Economies. Transformation in Business & Economics, 11(2). Available from: [Accessed 4 January 2017].

  • AUTIO, M., 2005. The Morality of Spending in Finnish Youth Consumer Culture. International Journal of Consumer, 29 (4), 332-341.

  • BANDYOPADHYAY, S., 2014. Country-of-Origin Perceptions, Consumer Ethnocentrism, and Product Evaluations in the Indian Market. International Journal of Business and Social Science, 5(9). Available from: [Accessed on 5 November 2016].

  • CAI, Y., (2002). Country-of-origin effects on consumers’ willingness to buy foreign products: an experiment in consumer decision making. Journal of Marketing Research, 24(3). Available from: [Accessed 21 January 2017].

  • CAI, Y., CUDE, B., AND SWAGLER, R., 2004. Country-of-Origin Effects on Consumers’ Willingness To Buy Foreign Products: An Experiment in Consumer Decision Making. Consumer Interests Annual, 50. Available from: [Accessed 15 December 2016].

  • ELLIOTT, G.R., AND CAMERON, R.C., 1994. Consumer Perception of Product Quality and the Country-of-Origin Effect. American Marketing Association, 2(2), 49-62.

  • FAYAD, A., 2016. 5 Sales Training Techniques That Every Manager Should Know [online]. Available from: [Accessed 02 April 2017].

  • FERNANDA, C.G., AND JANAINA, M.E., 2012. Differences On The Image Of Brazil In External Markets According To Consumers’ Age, Gender, Knowledge About The Country And Country Of Residence. International Journal of Business Science and Applied Management, 7(2). Available from:,Giraldi.pdf [Accessed 24 January 2017].

  • GHALANDARI, K., AND NOROUZI, A., 2012. The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge. Research Journal of Applied Sciences, Engineering and Technology, 4(9), 1166-1171

  • GLENN, D.I., 1992. Available from: [Accessed 10 November 2016].

  • GODEY, B., PEDERZOLI, D., AIELLO, G., DONVITO, R., CHAN, P., OH, H., SINGH, R., SKOROBOGATYTH, I.I., TSUCHIYA, J., AND WEITZ, B., 2012. Brand and Country of Origin Effect on Consumer’s Decision to Purchase Luxury Products. Journal of Business Research, 65. Available from: [Accessed 25 November 2016].


  • HANZAEE, K.H., AND IRANI., N., 2011. The effects of Iranian consumers’ buying tendencies on utilitarian and hedonic shopping value. African Journal of Business Management, 5(17). Available from: [Accessed on 5 November].

  • HOLLISTER, S., 2016. Here’s why Samsung Note 7 phones are catching fire [online]. Available from: [Accessed 26 December 2016].

  • JOSIASSEN, A., ASSAF, G., AND KARPEN, I. O., (2013). Consumer Ethnocentrism And Willingness To Buy: Analyzing The Role Of Three Demographic Consumer Characteristics. International Marketing Review, 28, 627-646.

  • KALICHARAN, H.D., 2014. The Effect And Influence Of Country-OfOrigin On Consumers’ Perception Of Product Quality And Purchasing Intentions. International Business & Economics Research Journal, 13(5). Available from: [Accessed 21 November 2016].

  • KOTHARI, C.R., 2004. RESEARCH METHODOLOGY. 2nd ed. New Delhi: New Age International.

  • KOTLER, P. AND ARMSTRONG, G. 2012. PRINCIPLES OF MARKETING. 14th ed. New Jersey: Prentice Hall.

  • KOTLER, P. AND KELLER, K.L. 2012. MARKETING MANAGEMENT. 14th ed. New Jersey: Prentice Hall.

  • LAROCHE, M., PAPADOPOULOS, N., HESLOP, L. A., BERGERON, J., 2003. Effects Of Subcultural Differences On Country And Product Evaluations. Journal of Consumer Behaviour, 2 (3), 232-247.

  • LIN, L.Y., AND CHEN, C.S., 2006. The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265.

  • LUSK, J.L., BROWN, J., MARK, T., PROSEKU, I., THOMPSON, R., AND WELSH, J., 2006. Consumer Behavior, Public Policy, and Country-of-Origin Labeling. Review of Agricultural Economics, 28(2), 284-292.

  • MAKUMBURA, U., 2015. The Power of Celebrity Endorsements Today. London of Marketing.Available from: [Accessed 28 March 2015].

  • MOSTAFA, R. H.A., 2015. The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity [online], 7(2). Available from: [ Accessed 7 March 2017].

  • MUNJAL, S., 2014. Country of Origin Effects on Consumer Behavior. Online International, Reviewed & Indexed Monthly Journal, 3(3). Available from: [ Accessed on 16 December 2016]

  • MURTAZA, SARAH., 2016. The Effect of Country of Origin on Mobile Buying Behavior of Consumers: A Case from Pakistan. Global Journal of Management and Business Research: E Marketing, 16(3). Available from: [Accessed 05 January 2017].

  • NAGASHIMA, A., 1970. A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34, 68-74.

  • NOEL, H., 2009. CONSUMER BEHAVIOUR. United Kingdom: Ava academia.

  • NORAZAH M.S., 2013. Students’ demand for smartphones, Campus-Wide Information Systems, 30 (4), 236 – 248.


  • PETROVICOVA, J.T., AND GIBALOVA, M., 2014. Measurement of Consumer Ethnocentrism of Slovak Consumers. International Review of Management and Marketing, 4(4), 247-258.

  • RENKO, N., KARANOVIĆ, B.C., AND MATIĆ, M., 2012. Influence of Consumer Ethnocentrism on Purchase Intentions: Case of Croatia. Ekon. Misao Praksa Dbk, 2. Available from: [Accessed 6 January 2017].

  • REZVANI, S., DEHKORDI, G.J., RAHMAN, M.S., FOULADIVANDA, F., HABIBI, M. AND EGHTEBASI, S., 2012. A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention. Journal of Social Science, 8(12). Available from: [Accessed 12 November 2016].

  • ROTH, M.S., AND ROMEO, S.B., 1992. Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-origin Effects. Journal of International Business Studies, 23, 477-497.

  • SAEED, R., KHURSHID, N., SAFDAR, M., AHMAD, W., LODHI, R.N., AND AHMAD, W., 2013. Country-of-Origin (COO) Effect on Pakistani Consumers’ Evaluation of French Cosmetic Products. Journal of Basic and Applied Scientific Research, 3(6), 15-30.

  • SHARMA, M.K., 2014. The Impact on Consumer Buying Behaviour: Cognitive Dissonance. Global Journal of Finance and Management, 6(9), 833-840.

  • SMITH, C., 2016. Samsung reportedly knows the Galaxy note 7 exploded [online]. Available from: [Accessed 24 December 2016].

  • SUMNER, W.G, (1906). FOLKWAYS. Boston: MA.

  • TAVAKOL, M., AND DENNICK, R., 2011. Making Sense Of Cronbach’s Alpha. International Journal of Medical Education, 2. Available from: [Accessed 22 November 2016].

  • VEALE, P., QUESTER, P., AND KARUNARATNA, A., 2006. The role of intrinsic (sensory) cues and the extrinsic cues of country of origin and price on food product evaluation. International Wine Business & Marketing Research Conference, 6(7). Available from: [Accessed on 15 January 2017].

  • VUKASOVIĆ, T., 2015. Country-of-origin effects on product evaluation and consumer perceptions. Journal of International Business Studies, 13, 89-99.

  • WALLEY, K., CUSTANCE, P., FENG, T., YANG, X., CHENG, L., AND TURNER, S., 2014. The influence of country of origin on Chinese food consumers. Transnational Marketing Journal, 2(2), 78 – 98.

  • WATSON, J.J., WRIGHT, K., 1999. Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9). Available from: [Accessed 28 December 2016].

  • YUNUS, N.S.N.M., AND RASHID, W.E.W., 2016. The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China. Procedia Economics and Finance, 37, 343–349.


Journal + Issues