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The Consumer’s Evaluation of Automobiles and Television Sets: Does Country of Origin Matter?

Ong, Fon Sim, and Lim, May Yong, (2001) The Consumer’s Evaluation of Automobiles and Television Sets: Does Country of Origin Matter? Malaysian Journal of Consumer and Family Economics, 4 . pp. 76-89. ISSN 1511-2802

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Affiliations

Universiti Malaya. Faculty of Business and Accountancy.
Universiti Malaya. Faculty of Business and Accountancy.

Abstract

The extent to which consumers are influenced by the effect of country of origin in product evaluation and purchase has been widely researched. The growing literature on country image and country of origin effect has to-date indicated that consumers develop stereotype images of a country and its products, which subsequently affect their evaluation of products and subsequent purchase decisions.

The purpose of this paper is to examine the influence of country of origin on consumers in their evaluation of automobiles and television sets using both the single cue and the multi-cue approach. In the single cue approach, only the effect of country of origin on consumers' evaluation is assessed whilst factors such us technical advancement, prestige, workmanship, economy, brand and overall quality are examined alongside the effect of country of origin under multi-cue approach. In addition, this study seeks to determine the effects of demographic variables on consumers' evaluation i.e., whether differences in demographic variables impact on the effect of country of origin.

Research results showed that in the absence of other cues, country of origin effect influenced the evaluation of automobiles and television sets. In the case of television the halo function appeared to have shaped the country of origin effect. When the multi-cue approach was applied, country of origin became not important in consumers' evaluation of both the products. Overall quality, workmanship and technical advancement were rated as important for product evaluation. In terms of demographics, the older age group rated the effect of country of origin as more important compared to the younger age groups. For education and income, findings of this study suggested that there was a positive relationship between these two demographic variables and the influence of country of origin. Its influence increased with income and educational levels.

Item Type:Journal
Keywords:Consumer behaviour, Motor cars, Automobiles, Televisions, Consumers, Malaysia
Subjects:H Social Sciences, Economics, Sociology
ID Code:9300

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