Country of Parts, Country of Design and Country of Assembly as Moderators of Malaysian Consumers’ Perceptions of Hybrid Products
Chiwenga, Gamu (2005) Country of Parts, Country of Design and Country of Assembly as Moderators of Malaysian Consumers’ Perceptions of Hybrid Products. [Dissertation (University of Nottingham only)] (Unpublished)
The COO (Country-of-Origin) construct can be deconstructed into three dimensions: country of design, country of parts and country of assembly. Empirical COO studies based on Malaysian consumers are still limited. This study investigates the effects of adjusting all of the COO dimensions on Malaysian consumers’ quality perceptions of sports shoes, mobile phones and cars. Germany, China and Korea were used as the COO dimensions. A sample of 180 Malaysian respondents was presented one of three questionnaires. The results indicate that all three COO dimensions do affect Malaysian consumers’ perceptions of quality but these effects are moderated by country image (CI) and product category. The effects of adjusting COO dimensions are more cogent in more technologically complex products that require more purchase involvement. Adjusting COP had the greatest impact.
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