MULTIDIMENSIONAL COUNTRY‐OF‐ORIGIN EFFECTS ON PRODUCT EVALUATIONS: A STUDY IN MOROCCO

Abstract

This paper presents the results of a survey of 187 male consumers in Morocco. In this study, country‐of‐origin information was manipulated along three dimensions: country of design, country of assembly and country of materials origin. Consumer judgments of the quality and purchase value of automobiles, televisions and shoes were obtained in a multi‐cue context. The results show that Moroccan consumers make a distinction between the different dimensions of country‐of‐origin information and that their perceptions are significantly affected by each dimension. However, the pattern of effects varies across dependent variables and products. Differences in the evaluations of countries are greatly attenuated when country‐of‐origin information is presented along with other informational cues such as price and brand name.

Citation

d'Astous, A. and Ahmed, S.A. (1995), "MULTIDIMENSIONAL COUNTRY‐OF‐ORIGIN EFFECTS ON PRODUCT EVALUATIONS: A STUDY IN MOROCCO", International Journal of Commerce and Management, Vol. 5 No. 3, pp. 32-45. https://doi.org/10.1108/eb047312