Abstract
This study was undertaken to examine empirically consumer attitudes towards local and imported products in a developing country market. A survey was conducted to elicit responses from a cross section of the Ghanaian community. The country of origin image in this study was measured following the Roth and Romeo approach. The results of this study suggest that country of origin is more important than price and other product attributes, the Ghanaian consumer holds the 'Made in Ghana' label in low regard relative to foreign labels, whilst superior quality and consumer taste are the 2 most important reasons for the Ghanaian consumers’ preference for foreign products. Limitations of the study are presented and suggestions for future research on country of origin effect and the consumer in developing countries are also discussed. Key words: Country of origin, developing countries, consumer attitudes, Ghana.
Paper version not known (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
