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Country of origin effect: the case of colombian automobile consumers

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  • Ana Maria Parente Laverde

Abstract

The concept of Country of Origin (CoO) has been largely studied as part of the international marketing field. CoO can be defined as the general consumer’s perception of products from a particular country (Roth & Romeo, 1992). This research studies the automobile consumption process of the Colombian consumer, regarding Country of Brand Origin (CoBO) and Country of Assembly (CoA) and its effect on the product evaluation of cars in terms of quality, perceived value and purchase intention. A survey conducted in the main cities in Colombia with 123 answers was an essential part of the methodology. Results show some evidence that consumers with category product knowledge use CoA information to evaluate a car, in most cases it was found that the CoBO and CoA do not make an impact on the evaluation process of the automobile Colombian consumer. It was also proven that brand may be an important element in the evaluation process of Colombian consumers, but further research needs to be conducted to test this element.

Suggested Citation

  • Ana Maria Parente Laverde, 2014. "Country of origin effect: the case of colombian automobile consumers," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.
    • Handle: RePEc:col:000431:013256
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    File URL: https://revistas.upb.edu.co/index.php/cienciasestrategicas/article/view/4021
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    References listed on IDEAS

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    1. Erickson, Gary M & Johansson, Johny K & Chao, Paul, 1984. "Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 694-699, September.
    2. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    3. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    4. Brodowsky, Glen H. & Tan, Justin & Meilich, Ofer, 2004. "Managing country-of-origin choices: competitive advantages and opportunities," International Business Review, Elsevier, vol. 13(6), pages 729-748, December.
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    More about this item

    Keywords

    Country of Origin (CoO); Country of Assembly (CoA); Country of Brand Origin (CoBO); Automobile Industry; Brand Familiarity;
    All these keywords.

    JEL classification:

    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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