Consumers’ Demographic Differences and the Country-of-Origin Effects on Evaluations of Product Categories: An International Study

A Ben Oumlil (), Karen L Koza () and Richard Montague ()
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A Ben Oumlil: Western Connecticut State University
Karen L Koza: Western Connecticut State University
Richard Montague: Western Connecticut State University

International Journal of Management Science and Business Administration, 2016, vol. 2, issue 10, 44-47

Abstract: The aim of this study is to fill in a gap in Country-of-Origin (COO) studies by assessing the relationship between COO and consumer decision-making processes in Morocco, an emerging market, and non-Western Mediterranean country and culture. Specifically, this research study demonstrates that the consumer demographic characteristic of age does make a difference in the COO influence for product categories within Morocco. Age was shown to interact with the impact of COO with regard to purchasing decisions regarding products from more industrialized/economically advanced nations, compared to products from less economically advanced/industrialized nations. These results have managerial implications in assisting multinational organizations in their market segmentations and positioning strategies.

Keywords: Management; Organizational structures; Future; Company; Team; Trend; Technology Print-on-demand; Storage and distribution (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:2:y:2016:i:10:p:44-47

DOI: 10.18775/ijmsba.1849-5664-5419.2014.210.1005

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