Importance of Country-of-Origin on Different Product Categories Purchase Decision


Country of origin is an important factor in product evaluation process as well as for purchase decision. Its importance depends on the amount of information consumers have about the product and product category. This paper investigates the importance of coutry of origin in purchase decision-making process for three different product categories: high risk and high level of consumer involvement in purchasing process (car), medium risk and midium level of consumer involvement in purchasing process (TV), and low risk and low level of consumer involvement in purchasing process (confectionery products). Also, this paper investigates importance of country of manufacturing for purchase … Czytaj więcej »