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

- Professor Zoran Krupka, Darija Arežina MA

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 decision-making process in relation to country of origin’s importance. Research was conducted on 215 respondents from Belgium and Republic of Croatia. Results have shown that country of origin is important only for car purchase, but not for TV and confectionery products. For all product categories, country of origin has been shown to be more important in the decision-making process than country of manufacturing.

Professor Zoran Krupka, Ph.D., University of Zagreb, Croatia – is an assistant professor at Faculty of Economics & Business. His ares of interest are international marketing, internationalization strategies, brand management, country of origin and marketing planning. Until know he has published more than 30 papers in journals and conference proceedings. He is member of EMAC and AMA.

Darija Arežina, MA, Dassault Systemes 3DEXCITE in Brussels, Belgium – MA in marketing, currently works as project manager and product specialist.

DOI: 10.14611/minib.26.12.2017.11
Contact: zkrupka(at)
MINIB, 2017, Vol. 26, Issue 4

Resize of Open_Access_logo_PLoS_white    Available in Open Acces

Read on-line →