Country-Of-Origin Effects on New Products Launch: Romanian Consumers’ Perception on National Products

Stoenescu Roxana-Denisa () and Căpățînă Gabriela
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Stoenescu Roxana-Denisa: PhD Candidate Faculty of Marketing Bucharest University of Economic Studies, Romana Square No.6 Bucharest, Romania
Căpățînă Gabriela: PhD Candidate Faculty of Marketing Bucharest University of Economic Studies, Romana Square No.6 Bucharest, Romania

Business, Management and Economics Research, 2016, vol. 2, issue 1, 10-14

Abstract: In this era of globalization, the companies follow to achieve performance based on the relationship between national culture and new product launch – as an essential field for academic research and managerial practice. Through the literature review, we attempt to provide a clarification of this relationship considering the consumers’ perception on national product originated from Romania. The research conducted in this paper focused on Romanian consumers’ perception of their national products. Through a qualitative study, we explore the importance of country-of-origin on consumers’ decision to buy a new product, as well as their motives to prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in triggering the buying intention and that Romania still has a long path to go in order to establish a positive image in the minds of its targeted segment of consumers.

Keywords: Country-of-Origin; New Products; Consumers’ Perception; National Products; Romanian Consumers. (search for similar items in EconPapers)
Date: 2016
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