A Survey of the Impact of Country of Origin Image on Consumers Purchase Intention (Case: Consumers of Iranian Products In Iraq

A Survey of the Impact of Country of Origin Image on Consumers Purchase Intention (Case: Consumers of Iranian Products In Iraq

Document Type : operational

Abstract

In recent decades, companies are looking for more opportunities in global markets. Therefore, companies need to perceive consumers’ evaluation on foreign products. Country of origin image is an important factor which influences consumers’ perception on foreign products and their purchase intention. Therefore, present study is conducted to investigate the impact of country of origin image on food consumers’ purchase intention. This Research investigates the impact of country of origin image on purchase intention by two perceived quality and attitude variables Using a Conceptual Model. In terms of purpose, present research is an applied one while in terms of methodology, it is a SEM-based descriptive – correlation study. Research population consists of all Iraqi people who have consumed Iranian food products at least one time. By Morgan Table and a simple sampling method, 386 persons were selected as research sample. Research instrument is a questionnaire that its structural validity, content and combined reliability are all supported. Likewise, by using path analysis, research hypotheses were tested. Research findings indicate that country of origin image, attitude toward products and perceived quality influence on consumers’ purchase intention. Of these three variables, the impact of perceived quality on Iraqi consumers’ purchase intention is higher than other variables. Also, the findings suggest that country of origin image impact on Iraqi consumers’ purchase intention to buy Iranian products, both directly and indirectly through two variables namely attitude toward Iranian product and perceived quality of the products. Indirect impact (0.345) is stronger than direct one

Keywords

Attitude

Country of origin Image

Perceived Quality

Purchase Intention

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