Selection criteria of Lebanese consumers in the global snack food industry: country of origin perceptions

Abstract

Purpose This paper aims to study country of origin perceptions of Lebanese consumers with respect to potato chips, the correlation involved between country of manufacture and consumer behavior; purchase intent; and product quality. Design/methodology/approach Four hypotheses in respect to country of origin perceptions on potato chip purchases were tested. The research was conducted in three phases: qualitative research was done to determine key attributes in potato chip selection, these findings were used to create a questionnaire, and a sample from 326 Lebanese consumers was collected. Findings The paper finds that there are demographic differences in the evaluation of potation chips. The evaluation of specific attributes did not vary by country of origin and there were no differences in overall quality perceptions by country of origin. Snack food purchases appear to be low involvement purchases based on experiential qualities. Brand awareness and purchase appear not to be linked. Research limitations/implications It appears that country of origin is of secondary importance; yet, it is important to note the limited number of countries tested in this study. Given the tainted food scandals involving China country or origin may play a larger role in studies testing a wider variety of countries. Future research should include products not currently available in the market. Originality/value Given the potential for high growth in the snack food market in developing countries, this study provided valuable insight into one such market. The results indicate that more study is warranted in this area.

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