Country of Origin ( COO ) is a common heuristic used by consumers in making purchase related decisions. Carry out a research into COO giving a range of samples how this heuristic can be influential.
People in their own mind and comfort trust country of origins, each according to their experience or regional geographic base. Thus, if we take some examples car; a lot of car users who can afford good cars would have their first choice to be german such as BMW, Audi, etc.. this is because of the positive image and reliability that german cars have all over the world. However, saying that if you take it from an affordability point of view, maybe Korean cars will be more valuable to the lower end of the market due to the fact that their prices are very competitive and they offer a good range of cars.
Another example away from cars are mobile phones, where we have seen a total evolution in the making of the mobile phones; while initially Sweden was the leading country of origin of mobile phones Nokia, unfortunately they were not able to stay ahead of the game and keep up with the futuristic expectations of the consumer which made them lose that market to makers such as Apple and Samsung. And this again shows a big split in the market where country of origin makes a difference to which phone do people go for. Where europeans, americans and part of the other western world prefer to go with the apple according to the apple market share, other consumers from the again part of the world much prefer Samsung. However, Samsung widened its market share and dominated the audio visual devices such as all the LED and the latest 4K televisions making them the world leader.
In concussion, COO usually does play a significant role in deciding what consumers tend to buy, however sometimes due to the lack of competition from different parts of the world, give no option to the consumer but to buy a specific brand as explained above regards TVs.
Country of Origin ( COO ) is a common heuristic used by consumers in making purchase related decisions. Carry out a research into COO giving a range of samples how this heuristic can be influential