Neoh , Chee Yeong and Mohamad, Osman and T. Ramayah, T. Ramayah and Omar, Azizah
(2007)
Purchase Preference Of Selected Malaysian
Motorcycle Buyers: The Discriminating
Role Of Perception Of Country Of Origin
Of Brand And Ethnocentrism.
Asian Academy of Management Journal (AAMJ), 12 (1).
pp. 1-22.
ISSN 1394-2603
Abstract
The influence of country of origin on the evaluation of products and purchase intention
has been studied for decades. However, this paradigm has shifted where nowadays,
products are typically designed in one country, manufactured in another and assembled
elsewhere which led to the proliferation of "hybrid products". Consumers are confused
and are no longer able to identify or recognize the difference between country of origin of
brand and country of assembly or country of product design which, in turn, may lead to
wrong purchasing decisions. The objective of this study is to understand the variables
influencing consumers' purchase preference related to motorcycles in the Malaysian
market. Results have confirmed that country of origin of brand and consumer
ethnocentrism influence consumer purchase preference. Implications of the results and
directions for future researches are also discussed.
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