IMPACT OF COUNTRY-OF-ORIGIN INFORMATION ON PURCHASE INTENTION OF FAST-MOVING CONSUMER GOODS IN KATHMANDU

Abstract

Only a small number of studies have been conducted on the impact that product’s country-origin information has on consumers’ perceptions and their attitudes towards products/brands and purchase intentions. Rosenbloom and Haefner (2009)explored whether product’s country-origin information affects brand trust in twenty two different product categories (which included both durable goods and FMCG), by collecting a total of 292 samples from six different countries including 27% samples from Nepal and found that: perceived global brands function as a quality surrogate for consumers and helps build brand trust in case of durable, high-involvement goods (i.e., goods accounting for a higher portion of household budget). The researchers also found that a perceived global brand that was from the consumers’ home country or region had a higher preference.