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The Country of origin defines a favoritism of consumers to purchase and use consume foreign products. An example of COO would be Apple product made in the United States, most countries are likely to be COO because they perceived quality associated with the country. Purchasing foreign product may be seen immoral and unpatriotic. Consumer Ethnocentrism is based on people favoritism that they perceived on purchasing their own domestic products over foreign products. The differences of COO and CE, COO mindset component compromises of 3 components which are cognitive, affective and conative.
Cognitive means having a belief of the home country industrial, technological and political background. Affective refers to the feeling and showing of emotions toward the product. Conative means capturing the desire of the consumers and drives how one acts on those though and feelings. COO is more driven towards foreign purchases. Consumer ethnocentric is the total opposite of COO which they compromises affective and normative aspects. The way of their belief are affecting their senses which they have a feeling of belongingness and sense of identity.
CE are more driven towards their preference on domestic purchases and avoiding purchasing of foreign products. In order for an industry to take advantage of CE is by having a campaign which has been set up by the government Malaysia to support its local products. With the setting up of this campaign it brings in the patriotism of the country supporting its local product. One of the companies of Malaysia is Petronas which produces sincere commercials lasting through the year amid merry seasons and Independence Day. Thus, helping to promote gaining Consumer Ethnocentrism customers and being able to boost the local economy and GDP.
COO known as country of origin refers to the consumer perception of quality, value and intention to purchase. I have found out that low qualities are developed by less developed countries. Also, Users who are COO are persisting towards foreign products. For example Apple product was designed in California but assembled in China, less of Chinese product more of Californian. The country of origin impact has ordinarily been attributing to examples where nation of cause is utilized as prompt for quality or as surrogate for quality properties.
Consumer Ethnocentrism has a belief that their home country products are far more superior to other countries. They had a though that if a consumer of their home country purchase product from other country it would be inappropriate and immoral. The concept of consumer ethnocentrism was implemented to foresee and clarify consumer use of the country of origin information and understand how such product evaluate can be useful to marketers of both domestic and foreign products.
Based on my research, consumer ethnocentrism can be important as it help to encourage the economy and help marketer to conduct effective marketing.
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