Original scientific paper
SALIENCY OF PRODUCT ORIGIN INFORMATION IN CONSUMER CHOICES
Tanja Dmitrović
Irena Vida
Abstract
In light of increasing market complexities resulting from globalization of consumer products/brands in both mature and transitional markets, this study examines the saliency of information related to the national origin of products in consumer choice behavior. Specifically, effects of consumer ethnocentrism and the type of product/service category on perceived importance of product origin information are investigated. Analysis of data collected on a sample of adult consumers suggests that saliency of country-of-origin information is a function of consumer ethnocentrism, and that the strength of this relationship is indeed mediated by a product/service type. Moreover, age and income were significant discriminators of consumers characterized by ethnocentric and polycentric purchase orientation. Implications for future research are identified and suggestions for marketing practice from the perspective domestic and international marketers are discussed.
Keywords
Hrčak ID:
19156
URI
Publication date:
15.12.2007.
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