COUNTRY-OF-ORIGIN EFFECTS ON PURCHASING DOMESTIC PRODUCTS: THE CASE OF ROMANIA Cover Image

COUNTRY-OF-ORIGIN EFFECTS ON PURCHASING DOMESTIC PRODUCTS: THE CASE OF ROMANIA
COUNTRY-OF-ORIGIN EFFECTS ON PURCHASING DOMESTIC PRODUCTS: THE CASE OF ROMANIA

Author(s): Gabriela Căpățînă, Roxana-Denisa Stoenescu
Subject(s): Economy
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Country-of-Origin; Country image; Domestic products; Ethnocentrism; Buying intention

Summary/Abstract: Previous studies revealed that ethnocentric consumers are more willing to purchase a domestic product. Furthermore, country-of-origin has a direct impact on consumers’ decision to buy a product in such a manner that a positive country image can substitute other missing qualities of the product. On the other hand, a strong brand is not expected to compensate for a negative country-of-origin perception. Many brands rely on their home country as a warranty for quality and prestige, in order to gain consumers’ interest and attention. This paper examines the moderating role of variables such as perceived quality, ethnocentrism and familiarity in determining a consumer to buy a domestic product. Through exploratory research, this study aims to investigate to what extent Romania, as country-of-origin for its local products, influences consumers’ decision making process. The major contributions of the study consist of identifying the elements that play a role in consumers’ product evaluation based on the country-of-origin and to improve the understanding of country image effects on the buying intention.

  • Issue Year: XVII/2015
  • Issue No: 01
  • Page Range: 37-42
  • Page Count: 6
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