Insights Into Sources of Information Used by Young Jordanian in Evaluating Foreign Products

Abstract

I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t C a s e s INSIGHTS INTo SoURCES oF INFoRMATIoN USED By yoUNG JoRDANIAN IN EVALUATING FoREIGN PRoDUCTS SAEB AL GANIDEH AbstractPurpose -To examine product country images among young consumers in Jordan and to identify the sources of information used by young consumers in Jordan to assess foreign products.Design/methodology/approach -Jordan is economically and culturally different from countries used in previous empirical studies. Moreover, Jordan is a large importer of foreign products. The young people comprise a large percentage of the population. The sample was chosen randomly from students who were doing their first degrees in three government universities.Findings -The results of this study showed that young consumers in Jordan have negative (less positive) attitudes towards products originated from developing countries. The young consumers in Jordan rely more on product information through experiential knowledge. In addition, they do not trust information provided by sales representatives as well as do not use Internet as a major source for searching about information regarding foreign products.Originality/value -The results will be of interest to other researchers and marketers. This research is the first to examine sources of information used by the young consumers to evaluate foreign products in the Middle East. Examining such an issue in a Middle East country (Jordan) provides domestic and international marketers good assistance. Paper type -Research paperKeywords -sources of information, foreign products, country-of-origin, Jordan.