Does country of origin matter for low-involvement products?

This empirical study focusses on consumers' attitude to low-involvement products, bread and coffee, in a newly-industrialized nation. Using data from 236 consumers in Singapore, the study examines the influence of country of origin (COO) relative to other product attributes in consumers' e...

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Bibliographic Details
Published in:International marketing review 2004-01, Vol.21 (1), p.102-120
Main Authors: Ahmed, Zafar U., Johnson, James P., Yang, Xia, Kheng Fatt, Chen, Sack Teng, Han, Chee Boon, Lim
Format: Article
Language:English
Subjects:
Brand names
Consumer behavior
Consumers
Developing countries
Ethnocentrism
Food products
Globalization
Industrialized nations
LDCs
Marketing
Marketing management
Product choice
Purchase intention
Stereotypes
Studies
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Summary:This empirical study focusses on consumers' attitude to low-involvement products, bread and coffee, in a newly-industrialized nation. Using data from 236 consumers in Singapore, the study examines the influence of country of origin (COO) relative to other product attributes in consumers' evaluation of domestic and foreign food products. The results indicate that COO does matter when consumers evaluate low-involvement products but, in the presence of other extrinsic cues (price and brand), the impact of COO is weak and brand becomes the determinant factor. In addition, the results suggest that a country's positive image in some product categories does not necessarily carry over to other product categories. The implications of these findings for marketing food products internationally are discussed.
ISSN:0265-1335
1758-6763
DOI:10.1108/02651330410522925