Identifying Interesting Themes Regarding Country of Origin Effect ; A Preliminary Study

Junaidi, Sagir (2015) Identifying Interesting Themes Regarding Country of Origin Effect ; A Preliminary Study. 12th UBAYA International Annual Symposium on Management, Faculty of Business and Economics Universitas Surabaya.


Download (299kB) | Preview
Official URL: file:///D:/DUPAK%20Dosen%20FEB%20Unram/MANAJEMEN/D...


The preliminary study was designed to identify interesting research themes, which will be qualitatively explored further at a later date. The use of a qualitative approach was deemed necessary in order to enrich the literature on the country of origin effect. The study obtained preliminary data through a survey of young domestic consumers in Mataram, Indonesia.The respondents were university students attending a number of different universities in the city. They were chosen because they will determine domestic consumer behaviour and be decision-makers for the wealth of their country. The data mainly described the young consumers’ awareness of domestic brands, their domestic buying behaviour and their understanding of domestically produced products in comparison to those from China. Product categories included fashion, toiletries, mobile phones and laptops. In light of the preliminary findings, there were six interesting themes involved in studying the country of origin effect in relation to domestic brands, ethnocentrism and product image. The themes emerged as still little understanding exists in the literature. Further research on the themes can shed additional light on the country of origin effect on young consumers’ behaviour and attitudes in a developing country and thus contribute to the related body of knowledge.

Item Type: Other
Keywords (Kata Kunci): research themes, country of origin, domestic brands, product image
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Depositing User: Drs. H. Junaidi Sagir MBA
Date Deposited: 18 Aug 2022 07:23
Last Modified: 19 Aug 2022 05:41

Actions (login required)

View Item View Item