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dc.contributor.authorParente Laverde, Ana Maria
dc.description66 páginasspa
dc.description.abstractABSTRACT: The concept of Country of Origin (CoO) has been largely studied as part of the international marketing field. CoO can be defined as the general consumer’s perception of products from a particular country (Roth & Romeo, 1992). Nowadays the concept of CoO has become more complex, due to the trends in multinational production; this have given origin to the concpet of “Hybrid products”, products that can be design or they brand is from one country and the production or assembly is done in other country. This research, studies the automobile consumption process of the Colombian consumer, regarding Country of Brand Origin (CoBO) and Country of Assembly (CoA) and its effect on the product evaluation of cars in terms of quality, perceived value and purchase intention. A survey was conducted in the main cities in Colombia with 123 answers. It was found that the CoBO and CoA do not impact the evaluation process of the Automobile Colombian consumer in most of the cases, even though there is some evidence that consumers with category product knowledge use CoA information to evaluate a car. It was also proved that brand may be an important element in the evaluation process of Colombian consumers but further research needs to be completed to test this element. Following these findings, the implications for the Colombian industry were discussed and some recommendation of the type of marketing strategies they should implement to face the new international competition in the market were given. This study supported previous CoO research in Colombia and globally, trying to give a supplementary answer to the field research full with contradictory results.eng
dc.publisherUniversidad EIAspa
dc.rightsDerechos Reservados - Universidad EIA, 2013eng
dc.titleCountry of origin effect: the case of colombian automobile consumerseng
dc.typeTrabajo de grado - Maestríaspa
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)spa
dc.subject.proposalProduct Evaluation Processeng
dc.subject.proposalAutomobile Industryeng
dc.subject.proposalBrand Familiarityeng
dc.subject.proposalInternational Marketingeng
dc.publisher.facultyEscuela de Ciencias Económicas y Administrativasspa
dc.publisher.placeEnvigado (Antioquia, Colombia)spa

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Derechos Reservados - Universidad EIA, 2013
Except where otherwise noted, this item's license is described as Derechos Reservados - Universidad EIA, 2013