Demographic and Geographic Influence of the Country-of-Origin Image on Consumer Purchase Decision

Abstract

Purpose–The main purpose of this study is to explore the influence of the country-of-origin image of the product on consumer purchase decision.

Methodology–This research is done in five major cities of Pakistan (i.e. Lahore, Karachi, Islamabad, Faisalabad and Multan) for automobiles, TV sets, mobile phones and cosmetics products. Structured questionnaires and cluster sampling are used. Responses are collected from 459 consumers from five major cities of Pakistan using convenience sampling method whereas SPSS 14.0 version is used for data analysis.

Research limitations/implications–Personal interviews were conducted from the customers where it is very difficult to approach all the consumer classes of Pakistan. People of Pakistan are bit hesitant to give proper information. Limited access to data is available in archives.

Conclusion–The country-of-origin image has a significant and positive effect on consumer purchase decision in Pakistan.

Keywords: Country-of-Origin, Consumer Purchase Decision, Pakistan.

Research Type: Research Paper