scholarly journals Consumers’ Demographic Differences and the Country-of-Origin Effects on Evaluations of Product Categories: An International Study

2014 ◽  
Vol 2 (10) ◽  
pp. 48-51
Author(s):  
A Ben Oumlil ◽  
Karen L Koza ◽  
Richard Montague
Keyword(s):  
Emerging Market ◽  
Country Of Origin ◽  
International Study ◽  
Western Mediterranean ◽  
Mediterranean Country ◽  
Consumer Decision Making ◽  
Multinational Organizations ◽  
Product Categories ◽  
Managerial Implications ◽  
The Impact

The aim of this study is to fill in a gap in Country-of-Origin (COO) studies by assessing the relationship between COO and consumer decision-making processes in Morocco, an emerging market, and non-Western Mediterranean country and culture. Specifically, this research study demonstrates that the consumer demographic characteristic of age does make a difference in the COO influence for product categories within Morocco. Age was shown to interact with the impact of COO with regard to purchasing decisions regarding products from more industrialized/economically advanced nations, compared to products from less economically advanced/industrialized nations. These results have managerial implications in assisting multinational organizations in their market segmentations and positioning strategies.

The effects of country-of-origin fit on cross-border brand alliances

2018 ◽  
Vol 30 (5) ◽  
pp. 1259-1276 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Country Of Origin ◽  
Product Evaluation ◽  
Consumer Product ◽  
Product Knowledge ◽  
Consumer Decision Making ◽  
Content Type ◽  
Cross Border ◽  
High Knowledge ◽  
Mixed Factorial Design ◽  
The Impact

PurposeThe purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).Design/methodology/approachAn experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.FindingsThe impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.Practical implicationsThe effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.Originality/valueThis study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.

Something old, something new: the role of partitioned pricing in consumers’ preference for new versus used products

2018 ◽  
Vol 35 (4) ◽  
pp. 353-365 ◽  
Author(s):  
Jody L. Crosno ◽  
Annie Peng Cui
Keyword(s):  
Sustainable Consumption ◽  
Experimental Studies ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
High Quality ◽  
Content Type ◽  
Product Categories ◽  
Partitioned Pricing ◽  
Gain Loss ◽  
The Impact

PurposeThis research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical perspectives of prospect theory and gain/loss decision frames.Design/methodology/approachFour experiments to test the hypotheses with multiple product categories have been conducted.FindingsResults from a series of experimental studies find that consumers prefer partitioned pricing over all-inclusive pricing for new products, whereas all-inclusive pricing is more preferred for used products. In addition, the authors demonstrate that a high-quality brand can reverse this effect for used products; specifically, consumers prefer partitioned pricing over all-inclusive pricing for a used product with a high-quality brand.Originality/valueThis research contributes to the literature on second-hand consumption by examining the impact of pricing strategies on consumer purchase decisions of new versus used products. This study deepens our understanding of consumer decision-making for new versus used products and it provides implications for bolstering sustainable consumption.

scholarly journals The Impact of Socioeconomic Status on Preference for Sustainable Luxury Brands

2020 ◽  
Author(s):  
Jungkeun Kim ◽  
Felix Septianto ◽  
Jooyoung Park
Keyword(s):  
Socioeconomic Status ◽  
Consumer Preferences ◽  
Experimental Studies ◽  
Luxury Brands ◽  
Product Categories ◽  
Environmental Threat ◽  
Managerial Implications ◽  
Childhood Socioeconomic Status ◽  
The Impact

Abstract Sustainability has become an increasing concern for many brands and companies and an increasing number of luxury brands now engage in sustainability practices. The present research examines the factors influencing the effectiveness of embedding sustainability in luxury brands. Specifically, this paper investigates how childhood socioeconomic status (SES) moderates consumer preferences for sustainable (vs. regular non-sustainable) luxury brands. Across three experimental studies with different product categories and luxury brands, this paper finds that preferences for regular (vs. sustainable) luxury goods are stronger in people with a relatively high (vs. low) childhood SES (Studies 1-3). Notably, these preference patterns are driven by differences in the perceived quality of the brand among consumers with low versus high childhood SES (Study 2). However, these divergent patterns are attenuated when consumers experience high perceived environmental threat from the COVID-19 pandemic (Study 3). Taken together, these findings provide several theoretical and managerial implications.

The influence of Country of Origin Image on HCMC consumer attitudes towards Vietnamese garments

2020 ◽  
Author(s):  
Ha Nam Khanh Giao
Keyword(s):  
Strong Influence ◽  
Positive Relationship ◽  
Country Of Origin ◽  
Consumer Attitudes ◽  
Competitive Advantages ◽  
Age And Gender ◽  
Managerial Implications ◽  
And Gender ◽  
Country Of Origin Image ◽  
Relationship Of

The study analyses the factors of Country of Origin Image influencing Vietnamese consumer attitudes towards Vietnamese garments by surveying 366 customers. Cronbach's Alpha analysis and EFA analysis together with multiple regression analysis were used with SPSS. The results show that only two components having a strong influence are "Country of Origin Image" and "Country of Origin Image of Product"; only "Country of Origin Image of Product" affects consumer’s perceived cost of garments; finally, there is a positive relationship of perceived benefits and a negative one of perceived cost of attitudes towards Vietnamese garments. There is no difference in terms of "income", "age" and "gender" for consumer attitudes towards Vietnamese garments. The study also suggests a number of managerial implications for the garment companies to have better competitive advantages.

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