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Country-Of-Origin Effects on New Products Launch: Romanian Consumers’ Perception on National Products

Author

Listed:
  • Stoenescu Roxana-Denisa

    (PhD Candidate Faculty of Marketing Bucharest University of Economic Studies, Romana Square No.6 Bucharest, Romania)

  • Căpățînă Gabriela

    (PhD Candidate Faculty of Marketing Bucharest University of Economic Studies, Romana Square No.6 Bucharest, Romania)

Abstract

In this era of globalization, the companies follow to achieve performance based on the relationship between national culture and new product launch – as an essential field for academic research and managerial practice. Through the literature review, we attempt to provide a clarification of this relationship considering the consumers’ perception on national product originated from Romania. The research conducted in this paper focused on Romanian consumers’ perception of their national products. Through a qualitative study, we explore the importance of country-of-origin on consumers’ decision to buy a new product, as well as their motives to prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in triggering the buying intention and that Romania still has a long path to go in order to establish a positive image in the minds of its targeted segment of consumers.

Suggested Citation

  • Stoenescu Roxana-Denisa & Căpățînă Gabriela, 2016. "Country-Of-Origin Effects on New Products Launch: Romanian Consumers’ Perception on National Products," Business, Management and Economics Research, Academic Research Publishing Group, vol. 2(1), pages 10-14, 01-2016.
    • Handle: RePEc:arp:bmerar:2016:p:10-14
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