Abstract
South Africa has recently re-entered the global arena and South African industries, previously protected by the isolation of the country, now face competition from their international counterparts. What does 'made in South Africa' imply to South African customers, previously restricted to a market of mostly South African products, but now being exposed to a market inundated with products from around the world? To investigate the importance of country of origin, the authors executed a study amongst Black patrons of hair and beauty salons regarding their preference for South African or US products. The results show that country of origin does matter and also reveal information on how to gain customer support utilizing country of origin.
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