Consumers countryoforigin COO perceptions of imported products in a homogenous lessdeveloped country

• Published in: European journal of marketing Vol. 34; no. 9/10; pp. 1221 - 1241
• Main Authors: Kaynak, Erdener, Kucukemiroglu, Orsay, Hyder, Akmal S.
• Format: Journal Article
• Language: English
• Published: MCB UP Ltd 01.10.2000
• Subjects: Bangladesh; Consumer behaviour; Country of origin; Developing countries; International marketing
• ISSN: 0309-0566
• DOI: 10.1108/03090560010342610

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite communication, travel, television outreach and Internet access as well as increased education, consumers all over the world are becoming more aware of the productsservices available throughout the world. As a result, the significance of products countyoforigin images in influencing consumer behavior is increasing rapidly. An understanding of the role of COO images for imported products as against domestic ones would aid in the formulation of better marketing plans, strategies and policies by companies of both domestic and international origin. The purpose of this empirical research study is to examine Bangladeshi consumers quality perceptions of products outsourced from nine foreign countries from where the country sources most of its product needs and compare them with their perceptions of domestic products. Study findings indicated that Bangladeshi consumers overwhelmingly preferred western made products, though there were differences in their perceptions across product classes as well as degree of suitability of sourcing countries.