The Effect of Country of Origin on Consumers’ Perceptions of Hospitality Products

Motteh S. Alshibly, Mahmoud Alghizzawi, Adil Darwish Al Zaabi

Abstract


This study thoroughly elaborates on the influence of COO on consumer’s perception towards hospitality products, precisely on sanitary products. Country of origin encompass products imported from Italy and China solely. The main focus is on Jordanian consumers. It aims at studying the level of satisfaction regarding these products and the relation of the products country of origin to their standard of living and how it is conceived. Often, certain high-end products are linked with high prestigious lives and vice versa. Therefore, it has been asserted the need to conduct surveys distributed among 100 different consumers of these hospitality products in order to have a thorough finding for the reasons aforementioned. As a result, this study concludes whether consumers perceive Italian products as of a higher quality than Chinese ones due to the country of origin. Moreover, it is intriguing to fully understand the reasons for the different behaviors towards the product’s COO and its influence on the consumers’ final decision. Furthermore, it is interesting to evaluate the consumer’s final decision on whether the chosen product has been preferred due to its genuine better quality or its reputation of being of a better quality merely because of it being of a higher price.

Full Text:

PDF

References


Agrawal, J., & Kamakura, W. A. (1999). Country of origin: A competitive advantage? International Journal of Research in Marketing, 16(4), 255–267.

Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279–302.

Al-Emran, M., Mezhuyev, V., & Kamaludin, A. (2018). PLS-SEM in Information Systems Research: A Comprehensive Methodological Reference. In 4th International Conference on Advanced Intelligent Systems and Informatics (AISI 2018) (pp. 644–653). Springer.

Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A survey. International Journal of Information Technology and Language Studies, 3(1).

Alghizzawi, M., Ghani, M. A., Som, A. P. M., Ahmad, M. F., Amin, A., Bakar, N. A., … Habes, M. (2018). The Impact of Smartphone Adoption on Marketing Therapeutic Tourist Sites in Jordan. International Journal of Engineering & Technology, 7(4.34), 91–96.

Alghizzawi, M., Salloum, S. A., & Habes, M. (2018). The role of social media in tourism marketing in Jordan. International Journal of Information Technology and Language Studies, 2(3).

Alshurideh, M., Salloum, S. A., Al Kurdi, B., & Al-Emran, M. (2019). Factors affecting the Social Networks Acceptance: An Empirical Study using PLS-SEM Approach. In 8th International Conference on Software and Computer Applications. ACM.

Andéhn, M., Nordin, F., & Nilsson, M. E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research. Journal of Consumer Behaviour, 15(3), 225–238.

Balabanis, G., & Siamagka, N.-T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Marketing Review, 34(2), 166–182.

Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83–95.

Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183–194.

Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89–100.

Bornemann, T., & Homburg, C. (2011). Psychological distance and the dual role of price. Journal of Consumer Research, 38(3), 490–504.

Chang, Y.-M., & Walter, J. (2015). Digital piracy: Price-quality competition between legal firms and P2P network hosts. Information Economics and Policy, 31, 22–32.

Chryssochoidis, G., Krystallis, A., & Perreas, P. (2007). Ethnocentric beliefs and country-of-origin (COO) effect: Impact of country, product and product attributes on Greek consumers’ evaluation of food products. European Journal of Marketing, 41(11/12), 1518–1544.

de Moura Engracia Giraldi, J., & Ikeda, A. A. (2009). Personal values and the ‘country‐of‐origin effect’: the moderating role of consumers’ demographics. International Journal of Consumer Studies, 33(3), 309–315.

De Nisco, A., Napolitano, M. R., Mason, M. C., & Viglia, G. (2018). COUNTRY IMAGE AS SEGMENTATION TOOL IN THE EMERGING MARKETS: EVIDENCE FROM ITALY. In 2018 Global Marketing Conference at Tokyo (pp. 767–768).

Elliott, G. R., & Cameron, R. C. (1994). Consumer Perception of Product Quality and the Country-of-Origin Effect1. Journal of International Marketing, 2(2), 49–62.

Farah, M. F., & Mehdi, N. (2017). Consumer Ethnocentrism and Consumer Animosity: A Literature Review. Explorations in Globalization and Glocalization: Marketing History through the Ages.

Gürhan-Canli, Z., & Maheswaran, D. (2000). Cultural variations in country of origin effects. Journal of Marketing Research, 37(3), 309–317.

Ha-Brookshire, J., & Yoon, S.-H. (2012). Country of origin factors influencing US consumers’ perceived price for multinational products. Journal of Consumer Marketing, 29(6), 445–454.

Habes, M. (2019). The influence of personal motivation on using social TV: A Uses and Gratifications Approach. International Journal of Information Technology and Language Studies, 3(1).

Habes, M., Alghizzawi, M., Salloum, S. A., & Ahmad, M. (2018). The Use of Mobile Technology in the Marketing of Therapeutic Tourist Sites: A Critical Analysis. International Journal of Information Technology and Language Studies, 2(2).

Jiménez, N., & San Martín, S. (2009). The Role of Ethnocentrism and Firms Reputation of a Country of Origin on Consumer Purchase Intention. ASIA MARKETING JOURNAL, 11(2), 97–119.

Johansson, J. K. (1989). Determinants and Effects of the Use of ″Made in ″Labels. International Marketing Review, 6(1).

Kalicharan, H. D. (2014). The effect and influence of country-of-origin on consumers’ perception of product quality and purchasing intentions. The International Business & Economics Research Journal (Online), 13(5), 897.

Lee, J. K., & Lee, W.-N. (2009). Country-of-origin effects on consumer product evaluation and purchase intention: The role of objective versus subjective knowledge. Journal of International Consumer Marketing, 21(2), 137–151.

Liu, F., & Murphy, J. (2015). Country-of-Origin and Wine Knowledge: An Empirical Study on Chinese Consumers’ Wine Evaluations. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 314–323). Springer.

Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34(1), 68–74.

Patel, N. (2015). Why SEO is Actually All About Content Marketing. Kissmetrics Blog. Posted on 2015. Accessed on 7 September 2017.

Peterson, R. A., & Jolibert, A. J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883–900.

Piron, F. (2000). Consumers’ perceptions of the country-of-origin effect on purchasing intentions of (in) conspicuous products. Journal of Consumer Marketing, 17(4), 308–321.

Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465–476.

Riviezzo, A., de Nisco, A., & Rosaria Napolitano, M. (2009). Importance-performance analysis as a tool in evaluating town centre management effectiveness. International Journal of Retail & Distribution Management, 37(9), 748–764.

Salloum, S. A., & Al-Emran, M. (2018). Factors affecting the adoption of E-payment systems by university students: Extending the TAM with trust. International Journal of Electronic Business, 14(4), 371–390.

Salloum, S. A., Al-Emran, M., Khalaf, R., Habes, M., & Shaalan, K. (2019). An Innovative Study of E-Payment Systems Adoption in Higher Education: Theoretical Constructs and Empirical Analysis. International Journal of Interactive Mobile Technologies, 13(6). https://doi.org/10.3991/ijim.v13i06.9875

Salloum, S. A., Maqableh, W., Mhamdi, C., Al Kurdi, B., & Shaalan, K. (2018). Studying the Social Media Adoption by university students in the United Arab Emirates. International Journal of Information Technology and Language Studies, 2(3), 83–95.

Salloum, S. A., Mhamdi, C., Al Kurdi, B., & Shaalan, K. (2018). Factors affecting the Adoption and Meaningful Use of Social Media: A Structural Equation Modeling Approach. International Journal of Information Technology and Language Studies, 2(3), 96–109.

Salloum, S. A., & Shaalan, K. (2018). Adoption of e-book for university students. In International Conference on Advanced Intelligent Systems and Informatics (pp. 481–494). Springer.

Samiee, S., Leonidou, L. C., Aykol, B., Stöttinger, B., & Christodoulides, P. (2016). Fifty years of empirical research on country-of-origin effects on consumer behavior: A meta-analysis. In Rediscovering the Essentiality of Marketing (pp. 505–510). Springer.

Shugan, S. M. (1984). Price-quality relationships. ACR North American Advances.

Supanvanij, J., & Amine, L. S. (2000). Consumer perception of country-of-origin effect and brand effect. Latin American Business Review, 1(4), 47–60.

Thompson, J. R., & Cooper, P. D. (1979). Additional evidence on the limited size of evoked and inept sets of travel destinations. Journal of Travel Research, 17(3), 23–25.

Wall, M., Liefeld, J., & Heslop, L. A. (1991). Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis. Journal of the Academy of Marketing Science, 19(2), 105–113.

Wong, C. Y., Garma, R., & Polonsky, M. J. (2007). Product evaluation and purchase intention: Impact of country-of-origin and experience in living in a foreign country. Sunway Academic Journal, 4, 13–26.