The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China

Abstract

In modern and competitive era which global marketing is growing day by day, consumer perceptions towards product country-of-origin has changed from one to other new perspective. The new perception might results in both possibilities either in favourable or unfavourable dimensions, not excluded products from China. Growth of electronic devices in China such as mobile phones is among relevant to be studied. Thus, this study aims to investigate the determinant factors of country-of-origin that consumer considers in purchasing mobile phones brand that originated from China. Country image, perceived product quality and brand familiarity have been used as pre-determined factors in measuring consumer's purchase intention. A total of 200 set of questionnaires were distributed randomly in Klang Valley. The hypotheses which were tested using Pearson Correlation have revealed that all pre-determined variables are significant and highly correlated in influencing consumer purchase intention towards mobile phones brand from China. Other than providing a remarkable change of people perceptions towards mobile phone brand from China, the findings would also be very useful to consumers and marketers especially who involve directly and indirectly with the country of China as their product and service providers’ origin.