Identifying Interesting Themes for Qualitative Investigations on Country of Origin Effect: A Preliminary Study

SULHAINI, SULHAINI and Junaidi, Sagir (2015) Identifying Interesting Themes for Qualitative Investigations on Country of Origin Effect: A Preliminary Study. In: INSYMA 12, 13-15March 2015, Makassar.

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Abstract

The preliminary study aimed at identifying interesting research themes, which will be qualitatively explored further. The use of qualitative approach was deemed in order to enrich literature on country of origin effect. The study obtained preliminary data through a survey on young domestic consumers in Mataram – Indonesia. The respondents were university students at a number of univeisities in the city. They were chosen since they will determine domestic consumer behaviour and be decision makers for the wealth of their own country. The data mainly described young consumers’ awarareness regarding domestic brands, domestic buying behaviour and image of domestically made products in comparison to that of China. Product categories included fashion, toiletris, mobile phone and laptop. In light of the preliminary findings, there are six interesting themes in studying country of origin relating domestic brands, ethnocentrism and product image. The open questions emerged as still little empirical evidence exists. Answer to ths questions can shed additional light on country of origin effect on young consumers behaviour and attitude in a developing country and contribute to the body of knowledge.

Item Type: Conference or Workshop Item (Paper)
Keywords (Kata Kunci): : research themes, country of origin, domestic brands, product image
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi
Depositing User: Mrs Sulhaini Sulhaini
Date Deposited: 20 Mar 2019 09:02
Last Modified: 20 Mar 2019 09:02
URI: http://eprints.unram.ac.id/id/eprint/12934

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