Impact of Country of origin Image on Perceived Product Quality:A Survey on Selected Brands of Cell Phones Marketed in Ethiopia
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Date
2005-06
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A.A.U
Abstract
Country image and perceived quality are two research foci in the marketing literature .
Ho\\"ever. little research has been done to explicitly address the impact of country image
on the perceiYed quality of a brand name. The present research attempts to synthes ize the
two streams of research by developing a conceptual model to analyze the relationship
among country image, perceived quality, perceived values and purchase intention. South
Korea has been an underdeveloped country and the products from South Korea are
perceived as of lower quality. The lower quality perception may be improved in recent
years due to the economic development of South Korea. A research on one brand name of
Cell phone from South Korea and one other brand name from Germany (served as the
control group) were designed to test the conceptual model.
The country image is conceived as consisting of two major dimensions: country
perception and product perception. The perceived quality is hypothesized to be related to
four independent variables: country perception, product perception, brand reputation and
perceived price.
A survey was conducted on 240 respondents randomly selected from two cities, Addis
Ababa and Debre Zeit.. The results show that brand reputation and product perception
have significant impact on perceived quality of a brand name. The positive impact on
quality will lead to a higher perceived value and a higher purchase intention.
Recommendations based on our research findings are given at the end of thi s report.
Description
A project Report Submitted in Partial Fulfillment of the Requirement for
the Degree of Masters in Business Administration (MBA)
Keywords
Impact of Country of origin Image