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Investigating the country of origin effect on consumers’ perception regarding consumer products – the case of India
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this research was to investigate the country of origin effect on consumers’ perception regarding consumer products from India. Indian consumer products are not well known in Europe and other Western countries. Therefore this research is focusing on the expectations consumers have about a certain product from a certain country and not on the experience. In order to understand those expectations, four interviews were conducted on potential Western European consumers. Those interviews were analysed using a framework which consists of a combination between a country of origin effect model and the brand equity model. The combination of the two models helped to understand the expectations which Western consumers can have regarding foreign products, in the case of this study, consumer products from India. It can be seen that three country of origin mechanisms were existent but not very strongly developed. As an example the cognitive country of origin mechanism had almost no direct influence on the brand awareness, as the interviewees were not able to recall or recognize any Indian brand logo which was shown during the interview. This means that the consumers interviewed in this paper are not extremely negatively nor positively influenced by the country of origin effect of India.

Place, publisher, year, edition, pages
2014. , 50 p.
Keyword [en]
Country of origin effect, brand equity, Indian consumer products, product perception
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-25702OAI: oai:DiVA.org:hh-25702DiVA: diva2:726047
Subject / course
International Marketing
Presentation
2014-05-28, 13:15 (English)
Supervisors
Examiners
Available from: 2014-06-23 Created: 2014-06-17 Last updated: 2014-06-23Bibliographically approved

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Investigating the country of origin effect on consumers’ perception regarding consumer products – the case of India(220 kB)924 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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