Country-of-Origin Effect on Domestic Product Evaluation and Purchase Intention Relationship in India

Q2 Business, Management and Accounting

Prabandhan: Indian Journal of Management Pub Date : 2023-01-01 DOI:10.17010/pijom/2023/v16i1/172669

Reetika Jain

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引用次数: 0

Abstract

Globalization has paved the way to diminishing boundaries and increasing trade between countries. Consumers today have vast choices of products originating in both domestic boundaries as well as foreign countries. Yet, all foreign products are not viewed with the same pride and esteem. Products originating from different countries have different perceptions in the minds of consumers. The COO research has gained further importance in the current COVID-19 pandemic scenario, given the Government of India's wide-scale initiatives towards Atmanirbhar Bharat to make India more self-reliant, and the people of India are widely accepting such views. Few researchers have studied the COO effect on purchase preference for domestic vis-à-vis foreign products in India. The present study, therefore, investigated the country-of-origin effect on the relationship between the evaluation of domestic products and their purchase intention in the Indian context. The COO effect was investigated for the home country as well as a foreign country, that is, China. Understanding the country-of-origin effect of imported products vis-à-vis domestic products helps marketers plan their marketing strategies at both domestic and international levels. © 2023, Associated Management Consultants Pvt. Ltd. All rights reserved.

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原产国对印度国内产品评价和购买意愿关系的影响

全球化为国与国之间边界的减少和贸易的增加铺平了道路。今天的消费者有大量的产品选择，既有国内的，也有国外的。然而，并非所有的外国产品都受到同样的骄傲和尊重。来自不同国家的产品在消费者心中有着不同的认知。考虑到印度政府为使印度更加自力更生而采取的大规模行动，以及印度人民广泛接受这种观点，首席运营官的研究在当前COVID-19大流行的情况下变得更加重要。很少有研究者研究COO对印度国内产品相对于-à-vis国外产品的购买偏好的影响。因此，本研究调查了原产国对印度背景下国内产品评价与其购买意愿之间关系的影响。COO效应的研究既针对母国，也针对国外，即中国。了解进口产品与-à-vis国内产品的原产国效应有助于营销人员在国内和国际层面规划其营销策略。©2023，联合管理顾问有限公司版权所有。

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来源期刊

Prabandhan: Indian Journal of Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

3.30

自引率

0.00%

发文量

期刊介绍： Prabandhan: Indian Journal of Management (ISSN 0975-2854) : is a double blind peer reviewed refereed monthly journal that publishes papers on diverse areas of management such as Human Resource Management, Organizational Behaviour and Organizational Management, International Business, Knowledge Management, Environmental Management, Data Analysis and Decision Making, Technology and Operations Management, Strategic Decision Making, Negotiations and Competitive Decision Making, Ethics in Management, Corporate Governance, Corporate Social Responsibility, Public Management, Rural Management, General Management, Hotel Management, Intellectual Property Rights, Education Management, Communication Management, Lifecycle Management, Spiritual Management, Tourism Management, Hospitality Management, Leisure Management, Inventory Management, Waste Management, Hospital Management, among others. The objective of the Journal is to disseminate knowledge, which ensures good practice of professional management and its focal point is on research and reflections relevant to academicians and practicing managers. The Journal enjoys a pan India reach and a discernible international subscriber and readership base.