Country Of Origin Factors

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Abstract: This study was conducted in order to determine the consumer preferences of global brands instead of local ones. It is also designed to find out the buying behavior patterns of young Pakistani consumers Consumer evaluates products based on information cues, which are intrinsic and extrinsic. A number of factors affect the consumer purchase decisions. The results suggest that most important factors that influence a consumer’s final decision are the price and quality of the product in question. Since the consumers usually associate the price of the brand with its quality, a brand priced too low is generally perceived as a low quality product. Similarly, a product priced too high may not be affordable by many. Other factors that have…show more content…
Country of origin The country of origin effect has been defined as “the positive and negative influence that a product’s country of manufacture may have on consumers’ decision making processes or subsequent behavior (Elliott and Cameron, 1994). 1991). Infact in the words of Nagashima (1970), COE can be defined as “the picture, the reputation, and the stereotype that businessmen and consumers attach to products or brands of a specific country. This image is created by such variables as representative products, national characteristics, economic and political background, history, and traditions”. The literature on country-of-origin effects is quite rich and covers the topic from different perspectives in different countries. Some studies have shown that country of origin also has symbolic and emotional meaning to consumes, and it plays an important role along with other attributes such as quality and reliability in shaping consumers attitudes toward products. Moreover, attitudes and perceptions of consumers toward brands and products will depend on categories, for instance, electronic goods from Italy may be perceived as a poor quality but Italian clothing would be perceive as fashionable and high quality (Bikey and Nes, 1982). This would be differently perceived…show more content…
Some consumers prefer global brands because they enhance their selfimage as being cosmopolitan, sophisticated, and modern. Conversely, according to Ger (1999), local brands tend to be targeted and positioned based on a deep cultural understanding and therefore create “a sustainable unique value and offer the symbolism of authenticity and prestige”. Still, consumers have been found to have no intrinsic preference for global brands (De Mooij, 1998). 8. Friends and family Reference groups include groups or people whom one can look up for guidance and ask for opinion. These are important source of influencing the brand purchases. Reference group include friends and family who influence ones buying decisions due to special skills, knowledge, personality. If a friend had a bad experience with a product, it is more likely that one will refrain from buying it. However many studies found out that, knowledge that consumers obtain through direct personal experience will be perceived to be more trustworthy than information from other communications. This results in more strongly held beliefs (Swaminathan et al., 2001). 9. Research
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