In this A Project Report On Country of Origin Power of Image the effect of COO on consumer buying behavior is studied. A sample size of 75 is selected from people who frequently buy branded products. The sample were administered a questionnaire related to brands and their COO.
Based on the responses obtained from the sample group, its found that, the effect of COO is having varied effect on the consumer buying behaviour. 72 brands were studied to understand the COO effect. Based on the responses the brands are categorized into four categories with varying COO awareness on consumer buying behaviour.
In this project study is conducted on the image of brands/ products from developing countries and the consumer behaviour related to the same. Study is conducted on the willingness of the consumers to buy products from less-developed countries with respect developed countries. Study is also conducted on the effect of price-elasticity of non-durable and durable goods on the products from less developed countries
CONCLUSION
• Japan has a very good COO image when it comes to manufacture of electronic products.
• France has a very good COO image when it comes to manufacture of perfume.
• Germany and Japan has a very good COO image when it comes to manufacture of cars.
• China and France has a very good COO image when it comes to manufacture of leather bags – fashion accessories…
• Japan has a very good COO image when it comes to manufacture of electronic products. Even when a product is branded, the COO plays a role in successful adoption of the product by the consumer.
• American, Japanese and South Korean brands have high awareness of COO in the consumers.
• COO awareness in the area of engineering products is high.
• Consumers still attach importance to the country where a product is manufactured
• The information of COO is still available and accessible to consumers through media and word of mouth
• To some extent brand image tend to blur origin labeling information
• Consumers are less willing to buy products from less-developed countries than from developed countries, but as the price of products from less-developed countries decreases, consumers will increase their willingness to buy those products.
• Consumers’ demand for non-durable goods from a less-developed country is more price elastic than for durable goods from the same country of origin.
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