Session
Management, Business and Economics
Description
Customer purchasing is considered a very complex process because it is influenced by many intrinsic and extrinsic cues. The extrinsic cue of country-of-origin (COO) also known as a “Made in” label is found to have a significant role in customers' purchasing decisions. The country-of-origin growing popularity is in a large part attributed to the world trade globalization that enabled the free movement of goods between different countries providing the opportunity for buyers to have access to the numerous products produced in different parts of the world. It has been noted that the “Made in” label comes into play especially when consumers lack other important information about the product and then they tend to address products’ quality based on the country in which the particular product is produced. Based on the qualitative methodology the main purpose of this paper is to provide students and scholars with an overview of the existing literature related to the effect that country-of-origin has on consumers' purchasing decisions and their perception of product quality based on the “Made in” tag. The paper will also propose directions for future research.
Keywords:
COO, Product quality, Quality perception, Made-in
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-550-47-5
Location
UBT Kampus, Lipjan
Start Date
30-10-2021 12:00 AM
End Date
30-10-2021 12:00 AM
DOI
10.33107/ubt-ic.2021.532
Recommended Citation
Dushi, Nora Sadiku; Beqiri, Gonxhe; and Skeja, Aferina, "The Effect of Country-of-Origin on the Customers’ Perception of Product: A Literature Review" (2021). UBT International Conference. 556.
https://knowledgecenter.ubt-uni.net/conference/2021UBTIC/all-events/556
Included in
The Effect of Country-of-Origin on the Customers’ Perception of Product: A Literature Review
UBT Kampus, Lipjan
Customer purchasing is considered a very complex process because it is influenced by many intrinsic and extrinsic cues. The extrinsic cue of country-of-origin (COO) also known as a “Made in” label is found to have a significant role in customers' purchasing decisions. The country-of-origin growing popularity is in a large part attributed to the world trade globalization that enabled the free movement of goods between different countries providing the opportunity for buyers to have access to the numerous products produced in different parts of the world. It has been noted that the “Made in” label comes into play especially when consumers lack other important information about the product and then they tend to address products’ quality based on the country in which the particular product is produced. Based on the qualitative methodology the main purpose of this paper is to provide students and scholars with an overview of the existing literature related to the effect that country-of-origin has on consumers' purchasing decisions and their perception of product quality based on the “Made in” tag. The paper will also propose directions for future research.