Is Country of Origin an Element in the Marketing Mix?

Abstract

Country of origin is a relevant variable in the marketing mix, conclude Ambarish Kumar and Tansu Barker, based on a questionnaire survey of 175 consumers in Chandigarh.The authors found that there were distinct images that were associated with the Made in India, U.S., and Japan labels among consumers. Native products commanded a higher willingness to buy than warranted by product images, because of nationalistic factors.