Paper Title :The Effect of The Product’s ‘Country-Of-Origin’ on Consumer Behavior

Author :Fatima Sayah

Article Citation :Fatima Sayah , (2023 ) " The Effect of The Product’s ‘Country-Of-Origin’ on Consumer Behavior " , International Journal of Management and Applied Science (IJMAS) , pp. 56-61, Volume-9,Issue-12

Abstract : In the context of increasing globalization, more and more products are now designed in one country, being manufactured in another and installedand assembled in a third. This makes it difficult for consumers to know where a product was actually made, which can affect their perception of quality and purchase intention, which has led to a study of the influence of the country of origin and specifically the image of the country of origin on the Algerian consumer behavior, especially on perceived quality and purchase intention. In this paper, we suggest testing the effect of 'country of origin' on the behavior of the Algerian consumer buying electronic products through perceived quality and purchase intention. After a brief review of the literature, a survey of 260 consumers of electronic products was conducted in Algeria. The analysis' results of the data using the structural equations (PLS) confirm the role of the country of origin on consumer behavior. Keywords - Country of origin image; Perceived quality; Purchase intent; Consumer'sbehavior.

Type : Research paper

Published : Volume-9,Issue-12

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