Brand Management Coo

BRAND MANAGEMENT

THE REFLECTIONS OF COUNTRY-OF-ORIGIN EFFECT ON CONSUMER BEHAVIOUR

ABSTRACT The purpose of this paper is to reflect ‘country-of-origin effect’ (COO) on consumers’ brand perceptions and their behavioral intensions. It has been proved that the country of origin of a product was one of the two or three most important attributes in preference evaluation. A comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services, COO in France and France Cosmetics Industry have also been handled. In this study, it has been indicated that customer perceptions differ significantly on the basis of product/service and country of origin. The country of origin may be an important element in the perceptions of consumers about the products and services especially where little other information is known. However, the question of how much influence the country of origin provides in product and service evaluations remains unclear.

Keywords: Country of origin, cultural values, brand, consumer perceptions.

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SECTION 1-COUNTRY OF ORIGIN EFFECT

Impact of Country of Origin on International Marketing

The impact of country of origin (COO) on the consumer's perception of products has been one of the most widely studied areas of international marketing. (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999). Increasing globalization of today's business environment has also renewed the interest in the effect of a product's country of origin on consumer decision making.(Papadopoulos and). Country-of-origin is a concept which states that people constitutes attitudes and believes shaping the perceptions to products from specific countries and this influences purchase and consumption behaviors in international markets. In addition to specific product image perceptions, the concept surrounds perceptions of a sourcing country's economic, political, and cultural characteristics....