Country of Origin and its Impact on Product Evaluation: A Conjoint Analysis Study of Indian Consumers
Article Details
Pub. Date
:
November, 2004
Product Name
:
The IUP Journal of Marketing Management
Product Type
:
Article
Product Code
:
IJMM10411
Author Name
:
Anil Gupta and Neelika Arora
Availability
:
YES
Subject/Domain
:
Marketing Management
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:
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Description
Country of Origin research is one of the widely researched areas in marketing. However, there are limited studies, which have focused upon Indian consumers, the last being in 1986. This paper examines the country of origin effects on consumers' product evaluation with respect to two products: Television and mobile phones. A conjoint analysis study reveals that brand is the most important attribute followed by country of origin for both products. Japan is the most preferred source country for both the products followed by India. The findings also indicate that the presence of authorized service center is critical in product evaluation, in case of television.
Keywords
Country of Origin, research,widely researched areas, marketing, limited studies, Indian consumers,paper examines, the brand is the most important attribute, , country of origin for both products, Japan is the most preferred source country, products followed by India.
