To What Extent Can ‘country of Origin’ (coo) Influence Consumers of Products? Illustrate with Examples of How Nationality Affects Consumer Behavior.

To what extend can ‘Country of Origin (COO) influence consumers of products? Illustrate with examples of how nationality affects consumer behaviour.

Introduction

• Definition: Country of Origin, Consumer Behaviour
• Aim – In this essay, I will discuss to extent ‘Country of Origin’ influence consumers.
• Thesis statement: ‘Country of Origin’ directly influences consumer behavior.  

Body paragraph #1

• Point #1 – Describe the factors that affect on COO influence consumers of products (product categories and reputation of the COO)
• Point #2 – Summarize the key point of each sources.

Body paragraph #2

• Point #1 – Country of Origin also affects the influence of consumer behavior in the different countries. (Give example for both developed and developing countries.) >> Ethnocentrism and Geographical area
• Point #2 – Make the summary that the perception of each countries affects the intention to buy the products.

(repeat as necessary)

Conclusion

• Rephrase thesis statement – make sure my opinion is clear!

According to wang and chen (2004), developed countries have to advantage that consumers are more likely to form favorable perception towards their home products, opposite to developing countries, in which consumer consider foreign products as superior to their local ones.

According to Koschate-Fischer, Diamantopoutos, and Oldenkotte (2012), it is possible for consumers to evaluate a product from country X more positively than a product from country Y but, at the same time, be unwilling to pay a price premium for it.

Consumers are willing to spend more money for a branded product that originates from a COO with a favorable image than for a branded product from a COO with a less favorable image (Adams 1965)

The other point that studies demonstrate is that people care about which country products come from and where they are made and consider these factors when evaluating the quality of products, (Parkvithee & Miranda, 2012).

COO can have a positive or negative impact on customer intention, according to every effect that the country of manufacture has on the perception of the buyers. (Rezvani and others 2012 – A conceptual study)

The country of origin also controls customer opinion about the country and overall goods that have been manufactured in that country; therefore, this perception may have a positive or negative effect on explanation of other data for specific product (A conceptual study on the country of origin effect)

Another point of view is that COO is a prominent factor that motivates concerns about the country of origin of the product, and, generally, product evaluation. Lim and Darley, in 1997, added that countries with a weak picture have a higher risk in making purchase intention (Ahmed, Johnson, Ling, Fang, & Hui, 2002)