Explorando los indicadores del efecto del país-de-origen por categoría de producto: el caso de México y Chile.

Resumen

This study analyzed variables affecting the Country of Origin effect (COO) and its influence on intention to purchase across different categories of products. Extensive research on country-of-origin suggests it is pervasive, yet there is substantial variation across products and cultures. Due to these differences, we developed a model to test the effect of country-of-origin on four different types of products within two specific countries: Mexico and Chile. Overall, the results indicated that susceptibility to normative influences, cosmopolitanism, education and income, are all indicators of country-of-origin. It was also found that the country-of-origin effect differs between luxury and utilitarian products, as well as between publicly and privately consumed products. Finally, the findings indicated that susceptibility to normative influence affects the intention to purchase products used in public, while cosmopolitanism has a stronger impact on publicly consumed products and products associated with luxury.