Consumer Perception of Product Quality and the Country-of-Origin Effect

Abstract

The research study brings into perspective a marketing concept that has been debated over a long time. The aspect of country of origin has been has been in existence since the period of World War I. Similarly, consumer behavior towards product quality has been a concern that is inevitable. As such, the study seeks to establish the relationship that exists between country of origin and product quality in the market. The research objectives focuses on consumer perspective and a critical analysis of previous literature is undertaken. To fulfill the set objectives, the research uses primary research method that uses quantitative data collected through questionnaires in the market, the participants of this research study were chosen randomly across Nigeria and used to establish the issue under study. The study is undertaken in Nigeria, which is categorized as a developing country hence great beneficiary of foreign products. The main aim of this research study is to gain understanding on the concept of country of origin and its impact on consume perception of the product quality. It is clear from the findings that most people prefer obtaining foreign products, which are expensive in nature. Such products include automobiles and electronics that are associated certain countries like the German – machines and the Japan – workmanship.  It is thus worthwhile to mention that the research study established a relationship between product quality and country of origin hence the consumer perception on this issue to provide recommendation to different stakeholders.

Keywords: Consumer Perception, Product Quality and Country of Origin