COO Impact on Consumers Purchases

Wang & Yang (2008) found out in their study that COO played an important role in consumers perception towards product from a given country. When buying a branded products, consumers purchase intention was not only be influenced by brand perceptions but COO also had a direct impact. Similarly Karunaratna , Quester &Johnson (2008) found that through COO and brand information consumers simply information processing while evaluating product. In short Country-of-Brand which links the brand with its COO. even though this strong link shapes consumer attitudes and belief, research relating to brand and COO proposed that the influence of a brand can be weak in the occurrence of country-of-manufacture information, For example, study showed that consumer beliefs about household appliance were strongly influenced whenever there was a similarity of brand and manufacturing country-of-origin.

Chandrasen & Paliwoda (2010) divided into three subcontracts i) country of manufacture product specific image ii) country of manufactures overall image iii) country of brand overall image. According to Chandrasen & Paliwoda (2010) with the passage of time both brand and country images changed and so was the perceived trait of products related with a country also changed. The most important factor which influences COO concept was globalization. As the global economy expanded and reached geographic borders and number of alliances increased, the world has become a more allied and co-dependent place. Although there were many disagreements about impact of globalization, it cannot be ignored. Various past remote countries suddenly uncovered to the World economy, and their population start shaping mind-set about international brands and their COO.

Consumer’...

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...associations, affect consumers’ perceptions. Those countries which had positive image leads to brand popularity, and consumer brand loyalty It was also recommended and was recently established that consumers could build up country loyalty based on the liking and trustworthiness over brands derive from that country. Consumers may develop trust and loyalty towards certain countries and lead to constant purchase preferences from those countries

Thanasuta, Patoomsuwan, Chaimahawong & Chiaravutthi (2009) also showed linkages between COO and the quality beliefs of the product. In his study it was showed that consumers clearly use COO to judge the product’s quality and performance, i.e. products originated from highly industrialized countries were viewed as more superior in terms of quality. It was also found out that COO also influences consumers’ willingness to pay.