Roth and Romeo, 1992

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Business Research

BUSN350

Summer -1 2015

Assignment

Roth and Romeo, 1992

Prepared by:

Name: Abdulla Alhammadi

ID: 201330318

Section:2

Roth and Romeo, 1992

Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects

The study of country-of-origin (COO) effects examines how consumers perceive products emanating from a particular country. This study examines COO in terms of the fit between countries and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along the same dimensions. Such matches (or mismatches) can be either favorable or unfavorable. Managers can use product-country match information to assess consumers' purchase intentions, and assist them in managing their product's COO.

Data collection

Data collected from consumers in Ireland, Mexico, and the United States demonstrate the product-country match framework and its strategic implications.

Methodology

A study was designed to determine which dimensions are most frequently associated with a country's image and how important these characteristics are to different product categories. Data were collected cross-nationally; as COO may affect consumers from various countries differently Surveys were distributed to graduate students in Ireland, Mexico, and the United States.

The questionnaire was administered at the beginning or end of a class. Graduate students were used to insure a moderate degree of familiarity with the countries and product categories being investigated.

Although generalizing from such a homogeneous sample may be limited, it does insure comparability across the national groups. Furthermore, the use of graduate students, familiar with many product categories and countries, permitted assessing many product-country matches, thus providing more generalizable findings. Response totals were 139 for the U.S., 130 for Mexico, and 99 for Ireland.

Introduction

Country image plays a significant role in consumers ‘perceptions of products. Thus, understanding the dimensions of country image and how it can be operationalized is important for managers whose products and those of their Competitors are manufactured around the world.

Country Image Definition

The picture, the reputation, the stereotype that businessmen and consumers attach to products of a specific country. This images created by such variables as representative products, national characteristics, economic and political background, history, and traditions.

Country Image Operationalization