Cultural, social, personal, and psychological factors all influence consumer behavior and affect the perceptions that customers have of the quality of brands. One factor that often influences consumer perception of the quality, credibility, and value of a product is the place where it is made – the Country of Origin Effect. The Country of Origin Effect deals with the negative or positive influence that the country of manufacture, assembly, or design leaves on a consumer’s idea of the quality of a product. The quality perceptions of products differs by product category and quality level of the country of production.
Country of Origin Effect, also known as the “made-in” image, is a psychological effect that describes how consumers ' perceptions …show more content…
As the world is becoming more inconclusive, it is clear that Country of Origin is more important than ever to consumers; origin is not as much of an option, but more of an asset for products and brands. Consumers have the ability to find out where products are created and are more aware of the fact that products can be manufactured anywhere in the world; this greater knowledge has created a broader social and environmental cost than it used to. While Country of Origin might have been limited to associations with a place in the past, where something is manufactured is now also a more important factor when consumers make a decision. Throughout history, competitive advantage has been attained through differentiation and sustainability, however ethics and authenticity are now becoming and will continue to become more relevant in order for brands to gain competitive advantage. This is because there is a greater awareness and knowledge of the brands and production of goods and the greater importance of ethics set by …show more content…
This effect can be examined by referring to measurable and immeasurable assets of a brand. Measurable assets relate to all the elements put into actually creating and establishing the product such as ingredients, assembly, process, manufacture, trademarks, copyright, and patents. These are all factors that must be established to protect and distinguish one country and brand’s products from another’s. Immeasurable assets are more general associations like stories about where products were created. These assets are captured through various measures like symbolism, language and names and are used for marketing the products, unlike the measurable assets. Both types of assets help differentiate products and help drive consumer choice. Both are ultimately needed in order to establish and protect the brands and products legally. It’s important that brands implement these assets into their products because the more aligned these assets are with the products and their respective markets, the more authentic the brand will seem to consumers. Subsequently, the more authentic the brand is, the more likely Country of Origin will be an asset to the product and brand for the long
Country of Origin Effect, also known as the “made-in” image, is a psychological effect that describes how consumers ' perceptions …show more content…
As the world is becoming more inconclusive, it is clear that Country of Origin is more important than ever to consumers; origin is not as much of an option, but more of an asset for products and brands. Consumers have the ability to find out where products are created and are more aware of the fact that products can be manufactured anywhere in the world; this greater knowledge has created a broader social and environmental cost than it used to. While Country of Origin might have been limited to associations with a place in the past, where something is manufactured is now also a more important factor when consumers make a decision. Throughout history, competitive advantage has been attained through differentiation and sustainability, however ethics and authenticity are now becoming and will continue to become more relevant in order for brands to gain competitive advantage. This is because there is a greater awareness and knowledge of the brands and production of goods and the greater importance of ethics set by …show more content…
This effect can be examined by referring to measurable and immeasurable assets of a brand. Measurable assets relate to all the elements put into actually creating and establishing the product such as ingredients, assembly, process, manufacture, trademarks, copyright, and patents. These are all factors that must be established to protect and distinguish one country and brand’s products from another’s. Immeasurable assets are more general associations like stories about where products were created. These assets are captured through various measures like symbolism, language and names and are used for marketing the products, unlike the measurable assets. Both types of assets help differentiate products and help drive consumer choice. Both are ultimately needed in order to establish and protect the brands and products legally. It’s important that brands implement these assets into their products because the more aligned these assets are with the products and their respective markets, the more authentic the brand will seem to consumers. Subsequently, the more authentic the brand is, the more likely Country of Origin will be an asset to the product and brand for the long