Impact of Country-of-Origin on Product Purchase Decision.

Abstract

The purpose of this study is to explain, explore and to analyse the possible impact of the different Country-of-Origin on consumers purchase decision on three different categories of products. This study is conducted from a consumer-based view to investigate what to what extend Country-of-Origin effect the customers purchasing decision for three different categories of products? The study also investigated the possible behaviour of different customers regarding different Country-of-Origin depending upon the different demographic variables different choices and preferences of different customers segments were explored. Different age, gender, education and different income subgroups will be examined and the relevant importance of "Made in Pakistan" cue was analysed with other countries products. Study also analyses the impact of Product Involvement on product purchase decision an relationship of Product Knowledge and product purchase decision is also study.

Primary data was collected using standardized questioners from four different cities of Pakistan. Results demonstrated that the people who looks for Country-of-origin information, they have certain images of different countries in different product categories. Research also concluded that Pakistan is only preferred country in Fabric products and not in electronics and cosmetics products.  Product Involvement and Product knowledge does affect the customer choices in term of selecting the countries across different product categories. Demographic variables also influenced the Country-of-Origin effect. “Made in Pakistan” was evaluated better for Fabrics but not for Electronics or Cosmetics.

Keywords: Country-of-origin, Product Involvement and Product knowledge, Demographic Variables, Pakistan.