Results reveal that consumer perceptions differ significantly on the basis of productservice and country of origin. This thesis intends to provide a better understanding of the influence of country of origin on consumers product evaluations. The influence of country of origin cues on product evaluation. Countryoforigin effects in industrial goods markets.
In product and service sales, both global and local, it is important to be familiar with the impact of products origin and country image formation process. The main purpose of this study is to explore the influence of the countryoforigin, product quantity and product involvement on consumer purchase intension in mobile phone. Designmethodologyapproach data were collected from residents of a large north american metropolitan. A pakistani university teachers perspective a thesis submitted to university of salford in partial fulfilment of the requirements for the degree of doctor of philosophy amna shahzad salford business school, university of salford, manchester, july, 2014. When the product was typical of those manufactured in the country, however, identifying its country of origin increased product evaluations regardless of whether industriousness or brutality had been primed. Which of the following refers to the extent to which the.
Transfer projects impact evaluations, and both have clear policy implications at the country level. A conceptual model for countryoforigin effects rongbin yanga. An information processing perspective sungtai hong roberts. The country, the type of product, the image of the company, and companys brand all have an effect on whether the country of origin will engender a positive or negative reaction. Most of the past findings regarding coo country of origin effects refer to consumer decisionmaking. The country of origin for the assembly, design and parts of the products was manipulated in the 2x2x2 betweensubjects design.
Many consumers are relatively indifferent to where a product is made. Country of origin effects on marketing free training guide. The topic is focused on country of origin concept and its impact on consumer product evaluation process. Country of origin, country of production, and country of assembly. In support, we find a direct effect of country of origin on product evaluations, and a threeway interaction between country of origin, claim favorability and ad involvement. Existing studies have developed an understanding of several factors affecting countryoforigin effects, whi. Matching product category and country image perceptions. In this regard, sullivan mort and han 2000 said, the less information we have about a given country the more dangers the sales of its products will encounter. Next to made in labels, there are various ways in which products can be linked to a country of origin. Coo or country of origin effect refers to the practice of marketers and consumers associating brands with countries and making buying decisions made on the country of origin of the product.
The role of involvement in countryoforigin effects on product evaluation. Countryoforigin effect and consumer decisionmaking. N2 this thesis aims to gain a better understanding of the influence of the countryoforigin of products on consumers product evaluation. How nations and brands overcome country of origin challenges in a globalised world with more competitors vying for shelf space across the globe, consumers are overloaded with information and continue to place increasing importance on brands. This study examines how these types of evaluators view the similarities and differences between goods at three levels of product development. Machleit university of cincinnati to date, considerable research effort has been made to determine whether country of origin. Country image can be defined as the sum of information in the consumers mind about a nationcountry.
Four hypotheses were raised concerning the cognitive processes underlying the effects of country of origin and specific attribute information on product evaluation. Countryoforigin effects on consumer product evaluation and purchase intention. The number of intermediaries that a product has to go through before it reaches the final consumer. Structured questionnaires and simple random sampling were used. Country of origin effects and consumer product evaluation process md afnan hossain lecturer, school of business studies, southeast university, dhaka, bangladesh abstract. T1 countryoforigin effects on consumer product evaluations.
Bilkey university of wisconsinmadison erik nes gustav a. The country of origin may be an important element in the perceptions consumers have of products and services especially where little other information is known. As multinational firms seek to acquire competitive cost advantages through global sourcing, it is also important for them to develop effective strategies to reduce possible damage of a negative country. While their purchase decisions are taken by the consumers themselves individually, industrial purchases are mostly conducted by organizational buying centers. The first chapter explains why consumers attach importance to the country of origin of products. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country of origin along the same dimensions. Purpose this study was designed to extend knowledge of cognitive processing of country of origin cues by re. Product quality is perceived lower when a brand from developed country is manufactured in. A subset of source effects is referred to as country of origin effects, or the extent to which the place of manufacturing influences product evaluations.
In addition, a study by jacoby, olson, and haddock 1971 demonstrated that intrinsic cues also have large effects on product quality. Country of origin effects a subset of source effects, or the extent to which the place of manufacturing influences product evaluations. These priorities are related to actual products, the brands by which they are identified, the companies that produce them, and the countries where they are actually produced, not necessarily in that order. Further analyses show that country of origin influences the way in which consumers respond to moderate and extreme claims under conditions of low and high ad involvement. Manufacturers are looking for new consumers with a resilient purchasing power, which is likely. More specifically, we analyze the impact of countryoforigin effects on product evaluations and purchase intentions of german and french consumers. Consumers view of country of origin is equated to attitudes towards product evaluations nagashima, 1970. Is the country of manufacture, production, or growth where an article or product comes from.
Origin is usually indicated by means of a product label, such as made in. Effects of individual and productspecific variables on utilising country of origin as a product quality cue by effects of individual and productspecific variables 27 received november 1987 revised march 1988 sevgin a. Philip sipos corinna nefzger seminar paper business economics business management, corporate governance publish your bachelors or masters thesis, dissertation, term paper or essay. Ozsomer and others published countryoforigin effects on product evaluations. The countryoforigin effect coe, also known as the madein image and the nationality bias, is a psychological effect describing how consumers attitudes, perceptions and purchasing decisions are influenced by products country of origin labeling. Olga visbal 1, herreramendoza ketty 2, erick orozcoacosta 3, markus herzberg 4. As hypothesized, product evaluations were highest for highlydeveloped countries, followed by newlyindustrialized, newlymarketizing, and developing country groups. Subjects received attribute information that was either condensed in a single product or dispersed across several products manufactured in a country with relatively unfavorable associations. How nations and brands overcome country of origin martin roll. Data were collected by a questionnaire from college students. The country of origin not only had a direct influence on product evaluations, but. Utilization of the country of origin effect in product. In analyzing, attempt was made from cognitive perspective of.
This paper discusses the influence of the countryof o rigin image, product knowledge and product involvement on consumer purchase decisions. The country of origin may be an important element in the perceptions consumers have of products and services especially where. Country of origin coo refers to the nation where a product is produced or branded. Implications for brand usa svetlana stepchenkova, u of florida, usa, and elena shichkova, u of nizhni novgorod, russia introduction tourism in general, and its proceeds in particular, is a powerful force in global and regional. This study aims to examine whether brand image and evaluation mode could alleviate a negative coo effect. The effects of intrinsic, countryoforigin and price cues on. Effects of countryoforigin and productattribute information on product evaluation. In particular, we need to know whether inferences are made based on country of origin, brand name, or other image variables. This research examined the effects of country of origin and product category on product evaluations for 21 countries and 18 products. Interactive effects of country of origin and product category. Four hypotheses were raised concerning the cognitive processes underlying the effects of countryoforigin and specific attribute information on product evaluation. Aug 24, 2015 integrated marketing has done wonders for both marketers and customers in reducing the impact of mythical country of origin stereotyping. Country of origin effects, brand image, and social status. This paper tries to identify the effects of brands countryoforigin image on the formation of its brand equity.
From a marketing perspective, country of origin is a way to differentiate the product from the competitors. Image variables in multiattribute product evaluations. Abstract a products countryoforigin can directly influence brand loyalty, brand association, brand awareness and perceived quality respectively and therefore have an indirect impact. There are differing rules of origin under various national laws and international treaties. Country of origin is an important cue to influence consumers perception of a brand as reported and documented by the literature.
Country of origin is believed has positively influence consumers perception of product quality han and terpstra, 1988. Such coobased equity might even extend to other product categories due to stereotypical bias. While huber and mccann 1982 have shown that inferences can affect how people evaluate products, we need empirical work studying inferential processes. Countryoforigin effects on product evaluations springerlink. The effects of brand origin country and madein country on. It is found that madein cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Pdf countryoforigin effects on product evaluations. Such matches or mismatches can be either favorable or unfavorable. The issue is important for countries especially resourcepoor, developing countries that need to increase manufactured exports and for firms that source products in countries different from where sold. An information processing perspective sungtal hong robert s. First, the evaluations generate critical evidence on the economic and productive impacts of cash transfers.
Based on the literature on countryoforigin effects and product evaluations, we develop five research hypotheses and test them in a sample of 347 consumers in france and germany. Consumer perception of product quality and the countryof. The study of country of origin coo initiated by schooler 1965 and reierson 1966, 1967 with the prime purpose of determining whether or ot a country of n. Pmcsierra have released a new oaline tool to assist users in product evaluation. The analysis reveals that the occurrence of a country of origineffect in terms of a halo effect, a summaryconstruct effect, a product. Published in international journal of advanced research in business management and administration. In other words, besides brand name, appearance, and design, coo is one of the most important indicators of product quality. In four experiments, this research examines the effect of country related affect cra on the evaluations of products originating from the country.
They perceive the coo as the country of design cod, and as the country of manufactureassembly coma. Cai countryoforigin effects on consumers willingness to. Marketing inferences are drawn, and implications for future research are developed. Multiple regression analysis of data from 379 res pondents was used to test three hypotheses. The country of origin not only had a direct influence on product evaluations, but also appeared to stimulate subjects to think more extensively about other product attribute. Countryoforigin effects on product evaluations article pdf available in journal of international business studies 1. Country of origin effect definition for the past four decades, the effect of a products country of origin coo on buyer perception, evaluations and intentions has been one of the most widely studied phenomena in the international business, marketing and consumer behavior literatures. Countryoforigin effects on consumer product evaluations. The complex problems of determining the impacts of product origin are presented through the prism the empirical research of meat product impact on the consumer sensorical evaluation of other meat properties.
To be specific, the country image of the product effects. Linking product evaluations and purchase intention for countryoforigin effects. Which of the following refers to the extent to which the place of manufacturing influences product evaluations. This research explores the different effects of brand origin country and madein country on consumers product evaluations and purchase intention. Research suggests that the consumer may use country of origin as a cue when. How brands from certain countries score over the others what is a county of origin effect. Two experiments examined the factors that influence and the psychological processes that underlie countryoforigin evaluations. Country related affect cra systematically influences product evaluations depending on the valence as well as the warmth or competence associations of cra. Countryoforigin effects on consumer product evaluation.
John liefeld and marjorie wall 1993,the effects of intrinsic, countryoforigin and price cues on product evaluation and choice, in e european advances in consumer research volume 1, eds. It should be noted that consumers use country of origin not only as a piece of information in itself, but also as a source of other product information. The strong associations between the country image and product quality in relation to product brand evaluations kotler and gertner, 2002 necessitate the identification of how global consumers perceive the redefined concept of coo. The association between place of origin of a product and its effect on consumer preference has been in existence and researched for long. However, when concepts associated with brutality had been primed, the products country of origin had a negative effect on judgments. Other consumers favor goods produced in their home country. Country of origin effect on product evaluation 2 country. Specifically, parceling the effects of countryoforigin from other impressions of product suitability, such as perceptions of the product, social influence of purchase intentions, and ethnocentrism, is important. Brand and countryoforigin effect on consumers decision to.
It is also found that while there were some indications that a positive brand name does reduce the component origin effects, brand names effect on assembly origin is much stronger and obvious. Country of origin coo the international marketing literature demonstrates that consumers concern with where products are made to expect the quality parkvithee and miranda, 2012. The role of involvement in countryoforigin effects on. Countryoforigin labelling cool offers the potential to provide product cues that can directly impact on consumers product evaluations verbeke and ward 2006. This study focused on explaining the importance of building a country image, reputation, gain an understanding of the miscellaneous concept of country of origin effect in order to make the buying of the countrys products in other countries more accessible and to ascertain how country image can affect consumers product evaluations.
An information processing perspective sungtai hong robert s. In an effort to correct methodological problems with previous research on effects of country. The influence of country of origin cues on product. Chao 2001 showed students advertisements for a television and a stereo system. Countryoforigin effects and competitive advantage the role of a countrys image with respect to the positioning process of international firms within the framework of global marketing strategies b. In advertising, the source credibility of country of origin moderates the influence of advertising claims on product evaluations. Product evaluation article about product evaluation by the. The effects of countryrelated affect on product evaluations. The webbased solution called solution advisor, is claimed to reduce the product evaluation cycle, guiding users through real time design evaluation and providing recommended chip architectures for specified application requirements. This study examines coo in terms of the fit between countries and product categories. Country of origin coo effects with respect to price, quality, brand effect, and social status to determine elite consumers buying behavior in the emerging market of pakistan are investigated.
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