Country-of-Origin Image, Perceived Product Quality, And Purchase Preference: A Study of Imported Mobile Phones in Ethiopia
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Date
2010-06
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Addis Ababa University
Abstract
The aim of this study is to assess the level of country-of-origin image, perceived product
quality and purchase preference in buying imported mobile phones. An additional
investigation was made to examine the interrelationships among consumers' country-oforigin
image, perceived product quality, and purchase preferences. Dimensional
variables for this study are obtained from exploratory investigation of preliminary
questionnaire. The variables determining perceived product quality were considered to
be as country-of-origin, country information and awareness, country-of-origin image,
perceived price and product innovation, and perceived value. However, additional
variables such as perceived product quality and featu re, perceived value, and purchase
preference were added to the study inline with research objectives. A total of 265
questionnaires were distributed to -the customers/users of imported mobile phone,
however, 250 were collected back (94.33 percent response rate) as completely filled, and
used in the final analysis. Reliability, Operationability, novelty/innovative technology,
multiple-junctions/ features and durability of imported mobile phones were perceived to
be as above average by the respondents, while attractive design/styling, value for
money, brand image, and matching with lifestyle were found to be reported as below
average. Additionally, consumers were reported to be used perceived product quality
and product (mobile phone) features together with perceived-value when buying an
imported mobile phone, as their preference criteria. Finally, regression model shows the
association and role of perceived product quality and features along with perceived value
in setting purchase preference, while found to be contributing significantly. However,
perceived value was found to be contributed in forming positive buying preference for
imported mobile phone through user perceived product quality and feature. Additionally,
the significance of the study can be seen from the perspective of importers and
marketers of imported mobile phones in Ethiopia, considering it as useful in planning
and implementing their marketing s trategies, while attracting a keen attention to
attractive design/styling, value for money, brand image, and matching with lifestyle
parameters.
Keywords: Country-of-Origin image, perceived product quality, purchase preference,
mobile phone, Ethiopia.
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Keywords
Country-of-Origin image, perceived product quality, purchase preference, mobile phone, Ethiopia