COUNTRY OF ORIGIN EFFECT AND PERCEPTION OF ROMANIAN CONSUMERS
COUNTRY OF ORIGIN EFFECT AND PERCEPTION OF ROMANIAN CONSUMERS

Summary/Abstract: In the context of globalization, international trade has become more intense. This exploratory research aims to identify the Romanian consumers' perception of the country of origin(COO). In the present research, we analysed two perspectives of the effect of the country of origin:political economy and marketing. The positive impact of campaigns to encourage the purchaseof domestic products has not yet been confirmed for the decision-makers. On the other hand, inorder to achieve a successful marketing strategy, it is essential to know the consumer’s perceptionof the COO effect. The research data was collected through a survey conducted on a sample of250 respondents from the North-East Region of Romania. The results confirm that the effect ofthe home country has a moderate impact on purchases and the COO effect is more associatedwith certain product categories. The average COO effect on quality perception is greater thanthe COO's average effect on purchasing intent.

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