EFFECTS OF COUNTRY OF ORIGIN ON INDIAN CONSUMERS PERCEPTION OF PRODUCT QUQLITY AND BUYING INTENSIONS– A CASE OF ITALIAN PRODUCTS

Abstract

The main objective of the study is to understand the influence of country-of-origin image on consumers' purchase decision, at first, literature review was carried out. Based on the literature review it is concluded that, there is a relationship between country-oforigin image and consumers' purchase decision. Hypotheses were developed from the study of the literature review in order to find out the relationship between country-oforigin image and consumers' purchase decision. A theoretical model was developed based on the literature review by taking into account the identified dimensions of country-of-origin image and dependent variable purchase decision and perceived relation among them. In addition, the modifier variable- product knowledge was identified and its effect on the proposed relationship between country-of-origin image and consumers' purchase decision was portrayed in the theoretical framework. For the study of the variables, questionnaire was used to study country-of-origin image and item questionnaire was used to study purchase decision. In addition, the questionnaire was used to study product knowledge and lastly questionnaire was developed for perception about Italy and Italian products. 200 questionnaires were used for analysis and SPSS was used for finding out result of data analysis.