Essay About Country Of Origin And Better Understanding Of The Role Of Coo

Research Methods
Introduction:Country of Origin is defined as “the place, region or country” where the product was manufactured or produced. COO has effected the value of the product produced in different countries in many ways. It can stand for the product and performance of the product (Erickson, Johansson and Chao, 1984), it can be evaluated as the attribute of product similar to other product attributes (Hong and Wyer, 1989) or create ‘stereo typical image’ of the product (Huddleston, 1995; Akaria Nagashima, 1970).In this paper, we attempt to achieve a better understanding of the role of COO on consumer purchasing decisions.Research Question:The research involves to know to what extent does the involvement of COO affect the buying behavior of consumers and affects the relationship between the country of origin and consumer’s product evaluation. The research question followed: “How COO of a product impacts consumer/MIB students purchasing decisions?”Research Aim:The most important contribution of this research is to provide additional insight into the limited knowledge on The relationship between the COO and quality perception which involves many international brands.Importance of knowing the COO of a product before purchasing it.Relationship between COO, brand equity and consumer ethnocentrism. The final aim of this research is“To identify whether image of product’s COO influences the purchasing decisions and consumption of those products of MIB students as well as identifying the stereotypes regarding the foreign products.”This involves if people confirm the quality of a product by associations with stereotypes such as: French Wines, German Cars, Swiss watches which convinces that if made in specific country will present a higher quality.Research Objectives:The objective of this research is to address the issues by incorporating bi-national products and the effects of country of origin on consumer’s purchasing decision and the perception of the quality. Specifically the motive of the study isTo study the differences in quality perception of a consumer for bi-national products.To spot the effects of brand names and their country of origin as stimuli and evaluate the viewpoint of each stimulus.To analyze the inference of COO effects for Global marketing management.international business, consumer behavior, country-of-origin, ethnocentrism, animosity.Cross-cultural analysis, Product evaluation, Purchase intention, Product involvement,Bibliography:Cattin, P./Jolibert, A./Lohnes, C., Cross-cultural Study of Made in Concepts, Journal of International Business Studies, 14, 1982, pp. 131-141.Chao, P./Rajendran, K. N., Consumer Profiles and Perceptions: Country-of-Origin Effects, International Marketing Review, 10, 2, 1993, pp. 22-31.Gaedeke, R., Consumer Attitudes toward Products Made In Developing Countries, Journal of Retailing, 49, 1973, pp. 13-24.