Influences of Country-Of-Origin on Perceived Quality & Value According to Saudi Consumers of Vehicles

Abstract

The purpose of this research is to investigate the effect of Country-Of-Origin on perceived quality & perceived value. The hypotheses of this research cover four main cores. First, explore the significance influences of some variables on the perceptions about Country-Of-Origin. These variables include; gender, education, age, income, residence and the previous ownership. Second, study the influences of Country-Of-Origin on perceived quality & perceived value. Third, study the influence of perceived quality on perceived value. Fourth, compare the variation among the Saudi perceptions about Country-Of-Origin, perceived quality and perceived value of vehicles came from USA, Japan and Korea. The hypotheses are tested with e-survey data collected from 488 participants. According to the best of author's knowledge, this is the first study that investigates the correlations of the research structure, with the application on; "vehicles" as a large industry & trade, "Saudi Arabia" as a big market and it includes three of the most important exporters & producers "USA, Japan and Korea". The application of this research covers the perceptions of Saudi consumers only. The author recommends future researchers examine the relations of the research in studies focusing on other products, markets or nationalities.