Product evaluation and purchase intention: impact of country-of-origin and experience in living in a foreign country (original) (raw)
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The emergence of Chinese products and its growing popularity has been a phenomenon for social science researchers. In addition, the "cheap" image of Chinese products together with their product quality have raised the issue to investigate further why customers buy Chinese products and what they perceive before buying. A number of studies already been conducted on the effect of country-of-origin image on customers' purchase behavior which are mostly in the context of developed countries. Hence, this study attempts to fill the gap that rarely been studied on the consumer's perception towards buying Chinese products especially on the Malaysian context. The present study has enhanced the understanding of how the customers perceive the Chinese products while making the buying decision. It explores how different perception tools can positively influence their purchase decision. In addition, this study provides practical insights into how the customers use and perceive different product information in different perspectives which may be alien to their cultural background. This study suggests that, the Malaysian consumers are very conscious about quality and price of Chinese products. Therefore, marketers of Chinese product in Malaysia should be very careful about the price, quality and technology advancement of product they are offering in the market place. Finally, although many significant findings have been reported in this study, there are several other tangible and intangible issues that can be improved in future studies.
The Effect of Country of Origin and Product Evaluation on Purchase Intention
The main purpose of this study is to explore the influence of the country-of-origin, product quantity and product involvement on consumer purchase intension in mobile phone. Structured questionnaires and simple random sampling were used. Samples were collected from students in Selective University in the Iran. A total of 400 questionnaires were distributed with simple random sampling method Data were analyzed based on Partial Least Squares using PLS. The main objectives of this study are to explore the influence of country of origin (COO) relative to other product attributes in consumers' evaluation of domestic and foreign products hypothesis. The main findings demonstrate that the country-of-origin, product quality and product involvement all have a significantly positive effect on consumer purchase decision in foreign product (mobile phone) compare to local goods.
Customers Perception Towards Buying Chinese Products by malaysia
The emergence of Chinese products and its growing popularity has been a phenomenon for social science researchers. In addition, the "cheap" image of Chinese products together with their product quality have raised the issue to investigate further why customers buy Chinese products and what they perceive before buying. A number of studies already been conducted on the effect of country-of-origin image on customers' purchase behavior which are mostly in the context of developed countries. Hence, this study attempts to fill the gap that rarely been studied on the consumer's perception towards buying Chinese products especially on the Malaysian context. The present study has enhanced the understanding of how the customers perceive the Chinese products while making the buying decision. It explores how different perception tools can positively influence their purchase decision. In addition, this study provides practical insights into how the customers use and perceive different product information in different perspectives which may be alien to their cultural background. This study suggests that, the Malaysian consumers are very conscious about quality and price of Chinese products. Therefore, marketers of Chinese product in Malaysia should be very careful about the price, quality and technology advancement of product they are offering in the market place. Finally, although many significant findings have been reported in this study, there are several other tangible and intangible issues that can be improved in future studies.
CONSUMER EVALUATION OF PRODUCTS MADE IN CHINA: A MALAYSIAN PERSPECTIVE
This paper examines the country of origin effect of products made in China. The study focuses on the questions of the sources of information in evaluating products; the evaluation of specific product dimensions by Malaysian consumers; and consumers‟ assessment of different product categories. It reports on the findings of a survey conducted in which 251 responses were obtained. The most common product information source was found to be through information contained in packaging. Products made in China had been rated highly for its competitive pricing. Foodstuffs were generally found to be the popular preference of product category by Malaysian consumers. The managerial implications of these are discussed, limitations of the study are highlighted, and further research is suggested. Consumers in developing countries have a myriad of options while choosing products. The impact of country of origin (hereafter called as COO) on the consumers perception of products has been widely studied (Schooler, 1965; Samiee, 1994; Peterson and Jolibert, 1995; Ahmed et all, 2002, Ahmed et all, 2003, Ahmed et all, 2004). Consumer and marketing researchers have extended considerable effort to have a better understanding of such perceptual decisions are framed by consumers. It has been reported that COO may be used by consumers as an attribute to evaluate products (Johansson, Douglas and Nonaka, 1985; Hong and Wyer, 1989). Secondly, consumers‟ attention and evaluation of other product dimensions may be influenced by COO, which may create a „halo effect‟ (Erickson, Johansson and Chao, 1984; Han, 1989). Thirdly, COO may also act as a source of country stereotyping, directly affecting consumers‟ attitudes towards the brand of a country instead of through attribute ratings (Wright, 1975). A characteristic feature from COO literature is that most studies have examined consumers‟ perception of products from a wide range of countries. While this may be helpful in undertaking a comparative analysis, it minimizes the details on a specific country. While a number of studies have been conducted of COO effect on consumers in a wider context, to our knowledge no comprehensive study has been conducted relating to Malaysian consumers‟ preference and perception of goods “Made in China”. Given the increasing involvement of trade between Malaysia and China, an understanding of the perceptions consumers have on products is of paramount importance. Given the significant volume of Malaysia‟s imports of consumer goods from China, the aim of this paper is to investigate into the effect of COO on Malaysian consumers‟ perception. More specifically, this study focuses on the following research questions: What are the sources of information used by Malaysian consumers in evaluating products originating from China, and how does this differ in accordance with consumer demographics? How do consumers in Malaysia evaluate specific dimensions of products made in China and how do these factors vary in relation to consumer demographics? What is the Malaysian consumer‟s assessment of different product categories?
2016
In country of origin studies, multi cue approaches are advised owing to the fact that there are many elements consumers take into account while developing attitude and behavior towards a product. However, single cue approach is utilized in this study for the purpose of comprehending the full effect of country of origin image on consumers' subjective evaluations regarding quality, value and utility of the intended product. Among these product evaluation criteria, which one affects purchase intention the most is put to the test, using structured equation modeling. According to the results, the strongest effect of country of origin image is almost equally the same on both quality and utility perceptions, while purchase intention is affected by utility perception the most. In this regard, it has been determined that in this country of origin study where Turkish consumers are subject to the research, normative approach is identified as the most important element.
An exploratory study was conducted to examine the impact of country-of-origin effects upon consumers' product evaluations. Specifically, the present study tested the relationship between brand names and source country on country-of origin effects. From a convenience sample of approximately 100 TVs and automobile consumers, it was found that country-of-origin effects is influenced by the brand name and source country image held by consumers. The implications of these findings for international marketing decisions are discussed.
Journal of Consumer Interests Annual, 2004
In this study, an experiment was employed to investigate the effect of foreign products' countries of origin on consumers' buying intentions. By using tangible products and providing different levels of information, this effect was tested in the participants' decision making processes. The 'made-in' effect was found to be significant in a multiple-attribute scenario. Also, the size of the country-of-origin effect was examined through price manipulations. In addition, the difference between consumers' responses to price changes in different products from a less-developed country was investigated through elasticity computations. The durable good from the country was found to be less own-price elastic than was the non-durable good from the same country.
Purchase Intention of Foreign Products
SAGE Open, 2015
The current research aims to investigate various factors that influence consumers’ intention of buying foreign products. The data were collected by means of self-structured questionnaires from a total of 260 Bangladeshi consumers residing in the two major cities of the country, Dhaka and Chittagong. At the initial stage, statistical analyses, particularly descriptive analysis as well as exploratory factor analysis, were conducted using SPSS, after which structural equation modeling was run by using AMOS. The findings have established that brand image and quality of foreign products carry significant positive influence on purchase intention of foreign products. However, religiosity leaves a significant negative effect on the purchase intention of foreign products. Furthermore, findings have also revealed that the image of the country of origin carries a significant positive effect on brand image but ethnocentrism carries a significant negative effect on perceptions about the quality ...