Country-of-Origin Image, Perceived Product Quality, And Purchase Preference: A Study of Imported Mobile Phones in Ethiopia
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Zewdie, Hailemariam | |
| dc.date.accessioned | 2020-10-15T07:22:44Z | |
| dc.date.accessioned | 2023-11-10T14:46:55Z | |
| dc.date.available | 2020-10-15T07:22:44Z | |
| dc.date.available | 2023-11-10T14:46:55Z | |
| dc.date.issued | 2010-06 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/12345678/22751 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Country-of-Origin image | en_US |
| dc.subject | perceived product quality | en_US |
| dc.subject | purchase preference | en_US |
| dc.subject | mobile phone | en_US |
| dc.subject | Ethiopia | en_US |
| dc.title | Country-of-Origin Image, Perceived Product Quality, And Purchase Preference: A Study of Imported Mobile Phones in Ethiopia | en_US |
| dc.type | Thesis | en_US |