Factors Influencing Importance of Country of Brand and Country of Manufacturing in Consumer Product Evaluation

Jashim Uddin,Shehely Parvin,Md Lutfur Rahman

doi:10.5539/ijbm.v8n4p65

Abstract

Bangladesh, a developing country, has significant import dependence since its inception. This study attempted toidentify the factors influencing significance of country of brand and country of manufacturing in consumerproduct evaluation. Two models, one for country of brand and another for country of manufacturing tested in thisstudy. Regression models for country of brand and country of manufacturing demonstrate statistical significancewith R2 value of .970 and .935 respectively. The determinants posed statistically significant influence for countryof brand are technological superiority, price level, reliability, performance, and durability; while significantvariables influencing country of brand are price level, value for money, and aesthetical design.

Highlights

Country of origin (COO) is considered as one of the most extensively researched concepts in international consumer research (Jain, 2007; Peterson & Jolibert, 1995; Tan & Farley, 1987)
COO widely been studied as a product quality cue, but as an abstract term this study considered decomposition product quality into performance, reliability, durability, aesthetics, warranty/serviceability (Garvin, 1988; for simplification five commonly understandable criteria taken out of eight)
This study proposes two CLRM, one for understanding importance of country of brand (COB) image and another for understanding importance of Country of manufacture (COM) image using the same set of independent variables

Summary

Introduction

Country of origin (COO) is considered as one of the most extensively researched concepts in international consumer research (Jain, 2007; Peterson & Jolibert, 1995; Tan & Farley, 1987). COO has been designated as one of the least understood concepts (Verlegh & Steenkamp, 1999) after a long systematic research history, which was initiated by Schooler (1965). Even after this criticism, the intensity of study in this area has not diminished. As an intersection construct (Usunier, 2011), COO has alignments with other concepts like countries, products, and consumers (Usunier, 2011)

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Conclusion