Interactive effects of country of origin and product category on product evaluations

Manrai, Lalita A.; Lascu, Dana‐Nicoleta; Manrai, Ajay K.

doi:10.1016/s0969-5931(98)00026-2

Cited by 93 publications

(110 citation statements)

References 33 publications

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“…This point of view is also supported by other streams of academic literature, for instance in the discussion on the "country of origin" in the field of Marketing (d 'Astous et al, 2008, Johansson et al, 1994, Manrai et al, 1998, Shimp et al, 1993 or on the "liability of foreignness" in the realm of international business (Bartlett and Ghoshal, 2000, Ramachandran and Pant, 2010, Schmidt and Sofka, 2009). Kotler and Gertner (2002) have pointed out that consumers worldwide have varying image perceptions of individual countries as far as the quality of their production is concerned.…”

Section: Dominant Logic and Research Gapmentioning

confidence: 54%

India - A Lead Market for Frugal Innovations? Extending the Lead Market Theory to Emerging Economies

Tiwari

Herstatt

2012

SSRN Journal

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India has emerged as a vibrant and versatile source for cost effective, "disruptive innovations" of various varieties. Price-sensitive consumers in a large and growing market keep inducing firms to apply "frugal engineering" for creating affordable products and services without compromising excessively on quality. Because, as The Economist asserts: "Frugal does not mean second-rate". Such innovations are characterized by high affordability, robustness, and "good enough" quality in a volume-driven market. Resource constraints motivate firms and entrepreneurs to think out-of-thebox. The trick lies in creating solutions that are able to circumvent given environmental constraints in a cost effective way. India's large and enormously young population faced with limited budgets, but well-endowed with high aspirations, provides an ideal experiment ground for many firms. Solutions created for the Indian market are often suitable for other developing countries in Asia, Africa and Latin America that frequently face similar socio-economic conditions. In some instances they succeed even in developed country markets by enabling significant cost reductions. This emergence as a hub for "frugal innovations" possibly suggests a "lead market" role for India.On the other hand, lead markets, as understood today, are characterized by high per capita income, great customer sophistication and high quality infrastructure. Such assumptions imply that lead markets, almost by default, can only exist in economically developed countries because only they can finance the development effort. Using two anchor-cases of product innovations aimed at pricesensitive segments in India we generate preliminary evidence to challenge some of the core assumptions of the "lead market" theory and propose that lead markets can emerge in developing countries too because market attractiveness (e.g. volume of demand, export possibilities) and technological capabilities are able to offset many other deficiencies. The supposed absence of customer sophistication is channelized into a challenge for supplier-side sophistication to design cost effective, "good enough" solutions ("low-cost, thin-margin") that can meet the aspirations of consumers in a highly competitive market. In order to master this challenge companies need access to a competent and sufficiently large technical base with first-hand knowledge of the ground situation of targeted customer groups ("social capital").

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Section: Dominant Logic and Research Gapmentioning

confidence: 54%

India - A Lead Market for Frugal Innovations? Extending the Lead Market Theory to Emerging Economies

Tiwari

Herstatt

2012

SSRN Journal

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“…Other researchers hold different opinions [5,8,21]. Yeh et al [21] state that each country has specific known products; even a country with a positive image cannot extend this advantage to all its products.…”

Section: Weak or No Effectmentioning

confidence: 99%

“…This implies that country image varies across different products for every country. Manrai et al [5] investigated the effect of COO on purchasing decision among different product categories (consumer packaged/convenience goods, shopping goods, and luxury/expensive goods) and concluded that evaluations of products and services rate highest for products sourced in countries perceived as highlydeveloped, followed by newly-industrialized countries, newlydeveloped countries and developing countries (in that order). Research supports the idea that consumers are more willing to buy products from industrialized nations because of country equity.…”

Section: Weak or No Effectmentioning

confidence: 99%

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Decision Making Factors for Country-of-origin Agriculture Branding in International Markets: The Case of Orchids in Taiwan

Hsiao¹,

Chang²,

Wu³

2015

Horticulture

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The orchid is Taiwan's top flower export product. However, increasing competition from the Netherlands and China had a great impact on Taiwan's export. This research examines the question of what are the major considerations for using the Taiwanese Phalaenopsis orchid label for promotion in international markets. The results indicate lack of specialized chilled storage techniques and lack of quality standards are two important factors. In particular, product quality is a key consideration. The paper provides valuable insights in developing a country brand label for governments who are looking for differentiation of agriculture and food products in international markets.

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“…may all be considered (Maheswaran, 1994). When the decision involves foreign products, the country of origin (that is, the country where the product was, or thought to have been, produced) may be an important cue used by the consumer (Manrai, Lascu, & Manrai, 1998).…”

Section: Introductionmentioning

confidence: 99%

Country image effect on product assessment: moderating role of consumer nationality

Costa

Carneiro

Goldszmidt

2016

RBGN

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Purpose -This study investigates whether the magnitude of the effect of country image (CoI) on quality evaluation of foreign products varies across consumers from developed vs. from developing countries Design/methodology/approach -French, Argentinean and Chilean consumers responded to an online survey. We employed a withinsubjects design in order to examine associate differences in CoI with differences in quality assessment.Findings -In agreement with previous studies, we found a positive effect of CoI on quality evaluations of foreign products. However, we found a non-significant moderating effect of consumer nationality, which contrasts with Hsieh (2004), who found that CoI effects were stronger for consumers from developing markets.Originality/value -While several studies have investigated factors that would affect consumers' preference for domestic vs. foreign products, we took the relatively under-researched topic of whether there would be differences across consumers from developed vs. developing markets in the impact of country image on the evaluation of foreign products.Keywords -Country-of-origin effect; country image effect; foreign product evaluation; nationality of the consumer; international marketing 25

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Interactive effects of country of origin and product category on product evaluations

Cited by 93 publications

References 33 publications

India - A Lead Market for Frugal Innovations? Extending the Lead Market Theory to Emerging Economies

India - A Lead Market for Frugal Innovations? Extending the Lead Market Theory to Emerging Economies

Decision Making Factors for Country-of-origin Agriculture Branding in International Markets: The Case of Orchids in Taiwan

Country image effect on product assessment: moderating role of consumer nationality

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