Country-of-Origin Effects on Consumers’ Evaluations of Automobiles: Perspectives from a Developing Nation
Sohail, Sadiq M and Sahin, O. Gokhan (2010). "Country-of-origin effects on consumers’ evaluations of automobiles: perspectives from a developing nation" Journal of International Consumer Marketing, Vol. 22, No. 3, pp 245-257.
19 Pages Posted: 31 Aug 2015
Date Written: 2010
The article analyzes the influence of country of origin and the critical function country of origin plays in consumers’ automobile purchase decisions. Primary data were collected through a survey from a sample of 940 users of cars across Saudi Arabia. Results suggest that country of origin has a significant impact on Saudi consumers in the automobile industry. The findings of this study provide useful insights to auto manufacturers serving the Saudi market in marketing-strategy development. This study makes a valuable contribution given the fact that there is a dearth of empirical studies of this nature focusing on Saudi Arabia.
Keywords: Country of origin, consumer behavior, product image, automobiles, Saudi Arabia
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