Country of Origin Image Effect on Consumers’ Purchase Decision of Electronic Products in Ethiopia
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Elias, Kine | |
| dc.date.accessioned | 2021-05-06T05:24:07Z | |
| dc.date.accessioned | 2023-11-04T14:09:29Z | |
| dc.date.available | 2021-05-06T05:24:07Z | |
| dc.date.available | 2023-11-04T14:09:29Z | |
| dc.date.issued | 2016-06 | |
| dc.description.abstract | This thesis investigates the impact of Country-of-Origin image (COOI) on consumers’ purchase decision. Particularly, its objective is to explore the impact of COOI on Ethiopian consumers, when they buy electronic products originated from different countries. To this end, the literature and empirical review examines four variables that make up COOI, political dimension, economic dimension, technological dimension and human factors that are examined in light of their effects on Ethiopian consumers when buying electronic products. The modifier, product knowledge is also studied if consumers with and without knowledge about a product make their buying decisions differently. The research uses a quantitative data analysis based on questionnaires to respondents from different government and private firms. Some consumers around electronic shops in ‘Merkato’have have also been among the participants. The respondents were asked to indicate their opinions on the five point scales towards the four COOI variables, purchase decision and product knowledge. Then the data from the respondents were analyzed using SPSS, and five hypotheses, drawn from literature, were tested. The findings show that all country-of-origin-image (COOI) variables are used by Ethiopian consumers when buying electronic products and overall Country-of-Origin image is found to be an important product cue for Ethiopian consumers in evaluation of electronic products. The findings show that political dimension, technological dimension, economic dimension and human factors affect Ethiopian consumers in buying electronic products. The product knowledge variable was also tested and found to have an effect on Ethiopian consumers. The result showed that consumers with sufficient knowledge about a product still use human and technological elements of COOI but not the economic and political dimensions. As this research focuses on electronic products, future researches can focus on other product categories, in order to see what difference may be revealed when consumers are dealing with different product categories | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26307 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | electronic products | en_US |
| dc.subject | political dimension | en_US |
| dc.subject | economic dimension | en_US |
| dc.title | Country of Origin Image Effect on Consumers’ Purchase Decision of Electronic Products in Ethiopia | en_US |
| dc.type | Thesis | en_US |
| dc.type | Video | en_US |