THE INFLUENCE OF COUNTRY OF ORIGIN OVER THE PURCHASIN G DECISION

Abstract

The country of origin is one of the most important phenomena which have an impact over the assessment of foreign products purchase, so represents an important competitive element for the commercialization of goods and services on foreign markets. Even thought, “The Country of Origin” effect has received a significant attention in research, present knowledge is still reduced. The country of origin is not only an element for research, but it also has a significant importance for companies. In order to increase the competitive advantage, it is essential for companies to understand the clients’ perceptions on the market. As the country of origin influences the customers’ purchasing decisions, similarly, the stereotypes specific to each country should be analyzed and used for the companies’ communication strategy.

Keywords

• country of origin
• consumer behavior
• product evaluation
• international markets