Does country-of-origin matter in the era of globalisation? Evidence from cross sectional data in Uzbekistan

Abstract

Purpose The purpose of this paper is to examine the consistency over time of customer attitude towards country-of-origin in a transitional economy. Design/methodology/approach A single cross-sectional study in Uzbekistan was carried out, with n=527, consisting of 374 street and 153 online surveys, replicating a study carried out 20 years earlier. Findings Whilst consumers still perceive products from advanced countries to have higher quality, quality perception in relation to country-of-origin information is dynamic and transitional countries can improve the perception of consumers towards their national brands. Research limitations/implications This study was carried out in Tashkent, the capital of Uzbekistan, the most populous of the Central Asian republics. Researchers may wish to extend it by examining COO effects in other transitional economies, and additionally to examine the effect of country-of-brand origin. Practical implications Customer perceptions and attitudes take a long-time to evolve. This cross-sectional study showed that the COO perception of China has improved significantly and the perception towards the products produced locally in Uzbekistan has also slightly improved across all categories. Strong brands can contribute to the image of the country. Transition countries need to take appropriate marketing actions to cultivate positive perception through innovation and branding. Originality/value Prior research has been extended by adding new product categories such as mobile phones, computers, washing machines and air conditioners. This research shows that government officials and exporters in developing countries should prioritise strengthening their country’s image to help domestic marketers export and attract foreign investors. The authors provide insights for marketers to understand the impact of product country-of-origin on customer purchase intention and its antecedents in transitional economies, such as Uzbekistan.