Article2007

Should Food Manufacturers Care About Country-of-Origin Effect?

16 citations0/0 files storedJournal of Food Products Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Sensory Analysis and Statistical Methods

Abstract

This study examines country-of-origin (COO) effect in purchase intentions as a result chocolate of tasting. The application of experimental method, which is not widely recognized in COO literature, constitutes the major importance of this study. An experiment of 2 conditions (COO known/unknown) is conducted with 60 MBA/ PhD students. Data is collected after tasting procedure in terms of participant's purchasing preferences as A/B/C/D in the first and Turkish/German/Holland/Switzerland made in the second experimental condition. Findings indicate that intention to purchase proportions substantially changes, both favorably and unfavorably, when COO was revealed. The findings of the study provide some implications to foreign companies searching growth opportunities in Turkish food industry market.

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2025Advances in Consumer Research 2002Social Research Methods: Qualitative and Quantitative Approaches 1991Social Research Methods: Qualitative and Quantitative Approaches 1992Advances in Consumer Research 2023BUSINESS RESEARCH METHODS (PHƯƠNG PHÁP NGHIÊN CỨU TRONG KINH DOANH)1982Country-of-Origin Effects on Product Evaluations 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects

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