Impact of Country of Origin on Consumer Buying Behaviour: In Context to Foreign Retail Companies in India
Gupta, Vidit (2012) Impact of Country of Origin on Consumer Buying Behaviour: In Context to Foreign Retail Companies in India. [Dissertation (University of Nottingham only)] (Unpublished)
The global business environment has witnessed the unprecedented growth and development of multinational and transnational organization. The internationalization thus, became the undisputed truth of modern societies as consumers seek to source their needs from the cross border trade activities. However, there have been many studies that discussed that specific countries are known for their specific competitive advantages in terms of technology, resources, innovation and other source of product differentiation. Such studies unleashed the new phenomenon called ‘country of origin’ which suggested that perceived image of country has significant impact on the purchasing decisions of the consumers.
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