how do marketers influence country-of-origin effects?
TRANSCRIPT
TAPPING INTO
GLOBAL MARKETS
ByPrateek RoutNIT Rourkela
How do marketer
s influence country-of-origin effects?
Country-of-origin perceptions are
the mental associations and beliefs triggered
by a country
CARS JAPAN
Countries are being marketed like any
other brand
New Zealand Way Program
Consumer PerceptionsEthnocentric about their country’s
products
Consumer Perceptions More favorable a country’s image, more prominently the “Made in ….” label is displayed.
Consumer Perceptions Impact of country of origin varies with the type of products.
Consumer Perceptions Certain countries enjoy the reputation for certain goods and services.
Marketers must look at country-of-origin perceptions from
both domestic and foreign perspective
