HOW DO MARKETERS INFLUENCE COUNTRY OF ORIGIN EFFECTS?
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WHAT IS COUNTRY- OF-ORIGIN EFFECT?
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Transcript of HOW DO MARKETERS INFLUENCE COUNTRY OF ORIGIN EFFECTS?
WHAT IS COUNTRY-OF-ORIGIN EFFECT?
THESE ARE MENTAL ASSOCIATIONS AND BELIEFS TRIGGERED BY A COUNTRY
INDIA
U.S.A.
Country of origin helps domestic marketers who export,and to attract foreign firms and investors.
Marketers want to use positive country-of-originperceptions to sell their products and services.
ATTITUDES, BELIEFS AND PERCEPTIONS ABOUT THE COUNTRY AFFECT THE DECISION MAKING
“If it’s French, it must be stylish “
MARKETERS TRY TO CAPITALIZE THE COUNTRY’S IMAGE AND REPUTATIONS TO SELL PRODUCTS
AMERICAN BRANDS ARE PERCIEVED TO BE PRESTIGIOUS
JAPANESE BRANDS ARE CONSIDERED TO BE INNOVATIVE
REPUTATION FOR CERTAIN PRODUCTS
Technology
Jeans
FRANCE USA
Wine
Perfume
COUNTRY OF ORIGIN EFFECT HELPS IN LOCAL MARKET TOO…
IT INSTILLS A SENSE OF PATRIOTIC FEELING IN THE MINDS OF PEOPLE
REFERENCES 1) Marketing Management, 14th Edition – Philip Kotler, Kevin L. Keller
2) www.wikipedia.com
Created by Akash Yadav, IIT Kharagpur, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
