Integrative Global Branding, Competitive Approach for Economic Growth and Positioning of Products

Abstract

We have explored buying preferences of the consumers towards foreign verses domestic products by screening the literature available from 1995 to 2019. The emergence of economic progress has unified the markets worldwide eventually amending the process of consumer behavior. This process helps the consumers in evaluating the benefits of product choices available to them in the market. This detailed analysis is to help the examination of the buyer’s behavior and products availability through Country-of-Origin (COO) setting.

COO impacts the consumer’s product assessments. The presence of external and inherent item product information prompts (for example, value, guarantee, structure, quality or accessibility) and individual elements (like customer information), may empower or compel the dependence on COO. There has been a progression of the focal point of COO idea, since it has a bit by bit moved from the negligible thought of country of origin to an increasingly unpredictable build, in regard to the picture of the nations.

COO impact is hard to comprehend and fathom yet at the same time a significant determinant with regard to understanding buyer's discernment towards an item. We infer that in light of the expanding globalization of business sectors and increment in correspondence to achieve clients, a more prominent presentation of country of origin sign exists. As the volume of global exchange develops the significance of country of origin issues gives off an impression of being developing. This demonstrates country of origin assumes a significant role in getting the item acknowledged in various world markets along with affecting the marketing communication.

Keywords: COO (Country of origin), Consumer preferences, Foreign products, Culture, Product management, Image, Product quality, Brand awareness, Ethnocentrism, Xenocentrism, Government role