Relative Importance of Country of Origin, Warranty and Retail Store Image on Product Evaluations

Abstract

The importance of understanding differential consumer perception and evaluation of products has been well illustrated in consumer behaviour literature. Researchers have exhaustively sought to establish the impact of various product, consumer, market, environmental and situational characteristics on consumer decisionmaking processes (Olson, 1977; Monroe, 1973; Olshavsky, 1985). They have identified cues and attributes which have a significant impact on consumer choice behaviour. © 1989, MCB UP Limited. All rights reserved.