Country of origin effect: the case of colombian automobile consumers
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Parente Laverde, Ana María | 2013
ABSTRACT: 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.
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