Authors :
Samuel Phiri
Volume/Issue :
Volume 9 - 2024, Issue 4 - April
Google Scholar :
https://tinyurl.com/nhdzt4vt
Scribd :
https://tinyurl.com/yj36rswz
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24APR885
Abstract :
Since increase in exportsis highlybeneficial
for the economic development and growth of a country,
this research exposes the negative effects of a brand’s
country-of-origin on consumer purchase intention in
developing countries, it exposes how a brand’s country-
of-origin in developing countries influences local
consumers to purchase imported brands more than local
brands.
Through the use of a quantitative research method,
this research is based on data collected from a sample
size of 600 that was analyzed in SPSS. The findings
shows that country-of-origin influences the purchase of
local and imported FMCGs in Zambia, but its effects are
much stronger towards the purchase of imported goods
than local goods. Furthermore, the results also reveal
that Zambians are prone to purchase imported goods
because they trust them. These findings therefore
provide empirical evidence of the importance of the need
for more studies and usage of country-of-origin and
brand trust in marketing research and practice in
developing countries.
Keywords :
Country-of-Origin, Brand Trust, Purchase Intention, FMCGs, Developing Countries.
Since increase in exportsis highlybeneficial
for the economic development and growth of a country,
this research exposes the negative effects of a brand’s
country-of-origin on consumer purchase intention in
developing countries, it exposes how a brand’s country-
of-origin in developing countries influences local
consumers to purchase imported brands more than local
brands.
Through the use of a quantitative research method,
this research is based on data collected from a sample
size of 600 that was analyzed in SPSS. The findings
shows that country-of-origin influences the purchase of
local and imported FMCGs in Zambia, but its effects are
much stronger towards the purchase of imported goods
than local goods. Furthermore, the results also reveal
that Zambians are prone to purchase imported goods
because they trust them. These findings therefore
provide empirical evidence of the importance of the need
for more studies and usage of country-of-origin and
brand trust in marketing research and practice in
developing countries.
Keywords :
Country-of-Origin, Brand Trust, Purchase Intention, FMCGs, Developing Countries.
