Abstract
The globalization of markets since the later part of the twentieth century has enhanced the need and importance of research on the impact of country-of-origin image in cross-national consumer behavior. This study investigated the influence of country-of-origin (COO) in a multidimensional construct, considering the role of different factors like price and brand name in consumer purchase decision of durable goods in Pakistan. The results of the study show that the country of origin of a product has a considerable influence on the quality perceptions of a product. It can be seen that consumer’s perceptions of various countries are related to product quality, and tend to be product specific as well as country specific.
Usman Ghani, , M.Rashid Salaria, Farzand Ali Jan. (2007) Country-of-Origin Effect on Consumer Purchase Decision of Durable Goods in Pakistan , Journal of Managerial Sciences, Volume 1, Issue 1.
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