Exploring Country of Manufacture Effect on Strong and Weak Brands

Kurtuluş, Kemal; Bozbay, Zehra

doi:10.1007/978-3-319-18687-0_151

Cited by 2 publications

(1 citation statement)

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“…Every product originating from one country and being manufactured or assembled in another is considered a "bi-national product" (Iyer and Kalita, 1997). Because of an ease in government regulations and low wages in certain countries, Western brands have the option of shifting their manufacturing base to developing countries (Kurtulus and Bozbay, 2015). These products, when sold in the market, usually contain a 'made in' tag providing the name of the country in which it was manufactured (Ulgado and Loee, 1993).…”

Section: Country Of Manufacturementioning

confidence: 99%

“What’s Foreign Is Better”: A Fuzzy Ahp Analysis to Evaluate Factors That Influence Foreign Product Choice Among Indian Consumers

Lohan

Ganguly

Kumar

2020

IJAHP

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Emerging economies across the globe have observed drastic changes in consumer purchasing behavior in the last three decades. This has been attributed to rapid globalization, coupled with technological advancement that has led to consumer affinity towards foreign brands. In this paper an attempt has been made to understand this affinity towards foreign brands across product categories. We used the Fuzzy Analytic Hierarchy Process to evaluate the factors that influence foreign product purchasing behavior among Indian consumers. A set of five important influencing factors were identified and responses from over 100 Indian consumers were collected across five product categories (automobiles, home appliances, apparel, cosmetics and watches). It was found that for apparel, watches and cosmetics, perceived quality of the brand/product was the most valued attribute. Whereas, for home appliances the country of origin mattered the most, and for watches perceived quality as well as country of manufacture were equally important. The findings of this study will help shape marketing strategies for foreign brands trying to make inroads or gain market share in emerging markets like India

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Section: Country Of Manufacturementioning

confidence: 99%