The Effect Of Country Of Origin On Product Purchase Intention (Young Ethiopian Consumers Perspective)
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Date
2019-06
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Addis Ababa University
Abstract
This survey investigates the effect of county of origin on product purchasing intention in young Ethiopian consumer’s perspective. . The main objective of this study was to investigate the effect of country of origin on product purchase intention in the case of Ethiopian young consumers. To investigate the effect various question raised like what is the perception of Ethiopian young consumer’s on product’s COO? The survey was conducted using self-administrated questionnaires in Universities in Addis Ababa. The study followed Sequential Mixed research philosophy where more of quantitative in nature which is, especially it used predetermined and highly structured data collection techniques under this study. The study was used a casual research design since causal studies helps the researcher to seek to discover the effect that a variable(s) has on another. The study used non-probability design in the form of convenience sampling was used since this enables the researcher to have the freedom to choose to pick university students from Addis Ababa. Data analysis is carried out using the Statistical Package for Social Science (SPSS) version 23. This study focus on the following dimensions of independent variables, product attributes (quality and technological excellence, product superiority and trust, product class and knowledge, ethnocentrism and xenocentrism) to influence purchase intentions of young consumers in Ethiopia which is a dependent Variables which was measured in a five pint likert scale. The results of the study show that COO is considered as information that affects consumers’ purchasing decision in terms of their perception toward the products attributes as well as their overall evaluation of the product. It is found that Ethiopian young consumers who exhibit a high degree of ethnocentrism tend to have a more positive perception of Ethiopia as a country and products that are domestically made. One of the significant findings of the study is that a favorable attitude towards Ethiopian and domestic products (ethnocentric orientation) among young Ethiopian consumers do not necessarily lead to a negative perception of foreign countries and products. This assumption can be supported by the fact that Ethiopian young consumers are allured with well-known foreign brands and some of them rate products of developed countries higher than those from Ethiopia and similar other developing countries.
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Keywords
Ethiopian consumer’s, product purchasing