Country-of-origin effects on consumer product evaluations

Abstract

This thesis aims to gain a better understanding of the influence of the country-of-origin of products on consumers' product evaluation. A literature study and meta-analysis reveal a multitude of ways in which country-of-origin can influence product evaluations. The country-of-origin has a significant influence on consumers' product evaluations. The fact that consumers generally favor products from their own country to foreign products is linked to the motives consumer etnocentrism (the wish to support the local economy) and national identification (the need for a positive image of own country and people). These two motives influence product evaluation independently. The influence of country images (the ideas and feelings of consumers about a certain country) on product evaluation is demonstrated. Furthermore the interactions between the country-of-origin and other productinformation was investigated. The country-of-origin is both viewed as productinformation as well as a reference standard in comparison to which other information in an advertisement is interpreted. The thesis concludes that the research has shown that the country-of-origin can be a useful tool in the market positioning of products.