The Impact of Country of Origin Effect on Consumer Attitude towards Product

Laimona Šliburytė, Giedrė Bankauskienė

Abstract


This article examines the influence of the product’s country of origin effect on consumers’ attitude towards the product. Enterprises operating in domestic and foreign markets attempt to learn and understand consumers’ attitude and appreciation causes of the products made abroad, because understanding of the consumer attitude and behaviour is one of the most successful paths to successful competition on both domestic and foreign markets. Therefore, determination of variables that affect consumers’ attitude towards the products made abroad, their evaluation and behaviour, causes great interest. The theoretical research was conducted analysing the insights of national and foreign authors, seeking to determine the peculiarities of influence of the product’s country of origin effect on consumers’ attitude, and to analyse the impact of country-of-origin antecedents and moderators on consumers’ attitude towards the product.


Keywords


Country of origin; Product; Product’s country of origin; Consumer attitude; Antecedents and moderators of country of origin

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DOI: http://dx.doi.org/10.7220/MOSR.2335.8750.2016.76.9

ISSN 1392-1142 (Print)

ISSN 2335-8750 (Online)