TITLE - CONSUMER RESPONSE TOWARDS COUNTRY OF
ORIGIN: COMPARISON BETWEEN HIGHER INVOLVEMENT & LOWER INVOLVEMENT PRODUCTS
Table
of Contents
1.
Introduction
1.1.
Research Background
When
the people talk about the 21st century, the first thing that comes
into their minds is the globalization, the challenges that could be faced by
the marketers and also the opportunities. In one aspect the consumers have an
edge should choose from a variety of services and the products that the company
is offering, whereas from the other aspect the firms operating within
geographical boundaries are facing huge amount of pressure from competitors
from the foreign companies. The country in which the goods is being
manufactured (commonly known by the term as ‘made in’) also has a high amount
of opinion from consumers about the quality and it has a considerable impact on
the goodwill of the company.
Certain
countries have excellent repute while other countries have a pitiable repute
for some manufactured goods types. Goods with overseas trade name are commonly
linked with the country in which they have been produced (Kinra, 2006). To a
certain extent, often if the nation in which the goods have been produced has a
excellent repute for the similar products, the company emphasizes on the
specific, for instance the ‘American jeans’, ‘Italian pizza’, ‘Swiss watches’.
On
the other hand, if the status and reputation of country products is lesser,
then in that case it could be a demerit and the company has to underemphasize
on the country of origin. Further, the company has to look forward toward other
features of the product that could prove to be very effective for the
consumers. Consequently, the data concerning consumer’s opinion could be
comparatively vital for producing the correct choice on policy that will create
a clear picture regarding the preferred manufactured goods.
The
country-of-origin effects are especially critical among emerging markets. A
research of Eastern European consumers showed that they evaluate domestically
produced products much lower than western-made products from developed
countries, regardless of the brand name (Ettensen, 2003). According to Lampert
and Jaffe (2000), in international marketing, unfamiliar products’ image is
influenced by the country-of-origin before brand name plays a role. When
customers are not familiar with the brand, the country-of-origin and country
image are more important than the brand name and will be used by customer as a
‘halo’ in the product evaluation (Erickson et al, 2000). That can be viewed as
good news for western firms, which are from countries having a good image, who
are attempting to penetrate the eastern European region with imports
(Hollensen, 2007).
1.2.
Research Objectives
The
research has following objectives:
Ø To
examine how viewpoint of goods is made and could be prejudiced based on the
country of origin. Furthermore,
Ø To
carry out an analysis regarding how consumer insight toward diverse groups of
familial goods varies from the thinking of overseas companies in the markets
situated in India.
1.3.
Rationale of the study
The
market research with regard to country of origin is still in its early stages
and is in the process of development and it is very complicated to gather vast
range of database (Khanna et al, 2000). The information supplied by this
research could be conferred and it can be very helpful for the firms operating
in the geographical boundaries and also the other overseas companies that are
coming in the India market for making decisions and also formulating the plans
in the marketing mix.
To read more…….
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