COOUNTRY OF ORIGIN AND CONSUMER BEHAVIOR
the effects of country of origin on the consumer preferences and behavior of
Dubai residents. Your answers will provide the data needed in this study. Rest
assured that your answers would be treated with utmost confidentiality. Thank
you very much.
You.
The Effect
of Country of Origin on Dubai's Market
Objectives
The researcher seeks to investigate the effect of the concept of “country of
origin” (COO) in the market of Dubai. Specifically, the study seeks to answer
the following questions:
1. What is the
importance of COO image?
2. What
contributes to the formation of CO images?
3. How can CO
images be measured?
4. What is the
nature of each facet of COO?
5. What is the
contribution of each facet to the overall image?
6. How salient
is CO image in shaping attitudes and behavior toward specific products and
brands and in affecting choice behavior, both in absolute terms and relative to
other marketing stimuli?
Brief
Rationale
Country of origin (CO) is a potentially powerful image variable that can be used
to gain competitive advantage in international marketing. However, deficiencies
in the definition and measurement of its facets have contributed to ineffective
and infrequent use of CO image as competitive tool. Country-of-origin (CO) image
refers to "buyers' opinions regarding the relative qualities of goods and
services produced in various countries" (Bilkey 1993, p. xix). Among the image
variables in the international advertiser's toolkit, the CO variable is
conceivably the most potent if skillfully applied. Papadopoulos (1993, p. xxi)
asks rhetorically, "It is often said that brand names like 'McDonald's' are
worth millions. If so, how many billions is Germany's image worth?" A few
authors have questioned the magnitude of importance of CO image in affecting
choice behavior (Ettenson, Wagner, and Gaeth 1988; Johansson 1989; Johansson,
Douglas, and Nonaka 1985), but most acknowledge its salience in overall product
evaluation and as a proxy for other, more intrinsic, qualities (Han and Terpstra
1988; Yoo 1992). Internationally, CO serves as a useful extrinsic cue and as a
surrogate for difficult-to-evaluate intrinsic characteristics such as quality
and performance because consumers tend to be less familiar with foreign than
with domestic products (Huber and McCann 1982; Olson 1977). Han and Terpstra
(1988, p. 236) claim, "It has been found that all products originating in
foreign countries are subject to country-of-origin [image] effects." Han (1990,
p. 24) further states that CO-image studies in general show that consumers have
significantly different general perceptions about products made in different
countries. Hooley, Shipley, and Krieger (1988, p. 67) asserted that
international marketers need to understand these [CO] images as they relate both
to their own, and to their competitors' products. Specifically, they will need
to determine whether such images are positive or negative, whether and how they
affect behavior, and how they can be catered to in the marketing strategy. Yet,
few multinational marketers and advertisers make full use of their products'
favorable CO image or successfully overcome the liability associated with an
unfavorable one.
Several reasons may account for the relative neglect of CO image as a
competitive tool. First, the CO variable is culture-laden, and most managers are
inadequately trained to address cultural issues despite significant research
indicating that multinational marketing strategy is ill-served if cultural and
perceptual differences among countries are not properly comprehended and heeded
(Harris 1984; Kale 1991). Second, translating CO images into marketing
communication opportunities is difficult because the relationship between the
brand and its country of origin is potentially more distant than the
relationship between the brand and its firm, store, or advertising. Third,
Zinkhan and his colleagues' observations about what constitutes effective
measures for image manifestations and their current state of development are
equally applicable to CO image measures (Dobni and Zinkhan 1990; Johnson and
Zinkhan 1990; Villanova, Zinkhan, and Hyman 1990).
Hypothesis
The researcher intends to investigte the implications of country of origin
principles of buying behavior among the consumers in the country of Dubai. This
study intends to prove the following hypothesis:
“The concept of country of origin has no significant effect on the
consumer bahaviour in the Dubai Market.”
Main
empirical method
This study will be using a case study technique to isolate the occurrence of
country of origin concept, particularly in the country of Dubai. The study will
employ the descriptive research method,
which uses observation and surveys. In this method, it is possible that the
study would be cheap and quick. It could also suggest unanticipated hypotheses.
Nonetheless, it would be very hard to rule out alternative explanations and
especially infer causations. Thus, this study will use the descriptive
approach. This descriptive type of research will utilize observations in the
study. To illustrate the descriptive type of research, Creswell (1994) will
guide the researcher when he stated: Descriptive method of research is to gather
information about the present existing condition. The purpose of employing this
method is to describe the nature of a situation, as it exists at the time of the
study and to explore the cause/s of particular phenomena. The researcher opted
to use this kind of research considering the desire of the researcher to obtain
first hand data from the respondents so as to formulate rational and sound
conclusions and recommendations for the study.
The research described in this document is partly based on
quantitative research methods. This permits a
flexible and iterative approach. During data gathering the choice and design of
methods are constantly modified, based on ongoing analysis. This allows
investigation of important new issues and questions as they arise, and allows
the investigators to drop unproductive areas of research from the original
research plan.
This study also employs qualitative research method,
since this research intends to find and build theories that would explain the
relationship of one variable with another variable through qualitative elements
in research. These qualitative elements does not have standard measures, rather
they are behavior, attitudes, opinions, and beliefs.
Furthermore, as we define the qualitative research it is multimethod in focus,
involving an interpretative, naturalistic approach to its subject matter. This
means that qualitative researchers study things in their natural settings,
attempting to make sense of, or interpret phenomena in terms of the meanings
people bring to them. Accordingly, qualitative researchers deploy a wide range
of interconnected methods, hoping always to get a better fix on the subject
matter at hand.
Techniques
The general population for this study will be composed of
randomly selected product consumers in Dubai numbering ninety (90). The
researcher shall also conduct interviews to economists and market researchers in
order to acquire an expert opinion regarding the country of origin concept in
Dubai.
TIMETABLE
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Undertake and write-up draft |
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Secondary and Primary
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Research Findings:
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Discussion:
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Methodology (including limitations and |
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Main body of the report |
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Introduction and Executive |
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Final format and indexing |
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References:
Bilkey, Warren
J. (1993), "Foreword," in Product-Country Images: Impact and Role in
International Marketing, Nicolas Papadopoulos and Louise A. Heslop, eds., New
York: International Business Press, xix-xx.
Creswell, J.W. (1994) Research design. Qualitative and quantitative
approaches. Thousand Oaks, California: Sage.
Dobni, Dawn and
George M. Zinkhan (1990), "In Search of Brand Image: A Foundation Analysis," in
Advances in Consumer Research, 17, Marvin E. Goldberg, Gerald Gorn, and Richard
W. Pollay, eds., Provo, UT: Association for Consumer Research, 110-119.
Ettenson,
Richard, Janet Wagner, and Gary Gaeth (1988), "Evaluating the Effect of Country
of Origin and the 'Made in USA' Campaign: A Conjoint Approach," Journal of
Retailing, 64 (Spring), 85-100.
Han, C. Min
(1990), "Testing the Role of Country Image in Consumer Choice Behavior,"
European Journal of Marketing, 24 (6), 24-40.
Han, C. Min., &
Vern Terpstra. 1988. Country-of-origin effects for uni-national and bi-national
products. Journal of International Business Studies, 19 (2): 235-55.
Harris, G.
(1984), "The Globalization of Advertising," International Journal of
Advertising, 3 (August), 223-234.
Hooley, G. J.,
David Shipley, and Nathalie Krieger (1988), "A Method for Modelling Consumer
Perceptions of Country of Origin," International Marketing Review, 5 (Autumn),
67-76.
Huber, Joel and
John McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations,"
Journal of Marketing Research, 19 (August), 324-333.
Johansson, Johny
K. (1989), "Determinants and Effects of the Use of 'Made In' Labels,"
International Marketing Review, 6 (January), 47-58.
Johansson, Johny
K., Susan P. Douglas, and Ikujiro Nonaka (1985), "Assessing the Impact of
Country Of Origin on Product Evaluations: A New Methodological Perspective,"
Journal of Marketing Research, 22 (November), 388-396.
Johnson,
Madeline and George M. Zinkhan (1990), "Defining and Measuring Company Image,"
in Developments in Marketing Science, 13, B. J. Dunlap, ed., New Orleans, LA:
Academy of Marketing Science, 346-350.
Kale, Sudhir H.
(1991), "Culture-Specific Marketing Communications: An Analytical Approach,"
International Marketing Review, 8 (2), 18-30.
Olson, Jerry C.
(1977), "Price as an Informational Cue: Effects on Product Evaluations," in
Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and
Peter D. Bennett, eds., Amsterdam: North-Holland Publishing Company, 267-286.
Papadopoulos,
Nicolas (1993), "What Product and Country Images Are and Are Not," in
Product-Country Images: Impact and Role in International Marketing, Nicolas
Papadopoulos and Louise A. Heslop, eds., New York: International Business Press,
3-38.
Villanova, Lisa,
George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring Store
Image," in Developments in Marketing Science, 13, B. J. Dunlap, ed., New
Orleans, LA: Academy of Marketing Science, 346-350.
Yoo, Yangjin
(1992), "Country of Origin Effect: The New Conceptualization and Alternative
Models," in Enhancing Knowledge Development in Marketing, 3: 1992 AMA Educators'
Proceedings, Robert P. Leone and V. Kumar, eds., Chicago: American Marketing
Association, 28-35.
Part 1.
Profile of Respondent
Please fill up in all the necessary information about yourself. Don’t leave any
item unanswered.
Age
b.
Gender
( )
c.
Marital Status
( ) Separated ( )
Educational
Attainment
High School ( ) College (
) Graduate Studies ( )
Monthly Income
The Effect
of Country of Origin on Dubai's Market
Objectives
The researcher seeks to investigate the effect of the concept of “country of
origin” (COO) in the market of Dubai. Specifically, the study seeks to answer
the following questions:
1. What is the
importance of COO image?
2. What
contributes to the formation of CO images?
3. How can CO
images be measured?
4. What is the
nature of each facet of COO?
5. What is the
contribution of each facet to the overall image?
6. How salient
is CO image in shaping attitudes and behavior toward specific products and
brands and in affecting choice behavior, both in absolute terms and relative to
other marketing stimuli?
Brief
Rationale
Country of origin (CO) is a potentially powerful image variable that can be used
to gain competitive advantage in international marketing. However, deficiencies
in the definition and measurement of its facets have contributed to ineffective
and infrequent use of CO image as competitive tool. Country-of-origin (CO) image
refers to "buyers' opinions regarding the relative qualities of goods and
services produced in various countries" (Bilkey 1993, p. xix). Among the image
variables in the international advertiser's toolkit, the CO variable is
conceivably the most potent if skillfully applied. Papadopoulos (1993, p. xxi)
asks rhetorically, "It is often said that brand names like 'McDonald's' are
worth millions. If so, how many billions is Germany's image worth?" A few
authors have questioned the magnitude of importance of CO image in affecting
choice behavior (Ettenson, Wagner, and Gaeth 1988; Johansson 1989; Johansson,
Douglas, and Nonaka 1985), but most acknowledge its salience in overall product
evaluation and as a proxy for other, more intrinsic, qualities (Han and Terpstra
1988; Yoo 1992). Internationally, CO serves as a useful extrinsic cue and as a
surrogate for difficult-to-evaluate intrinsic characteristics such as quality
and performance because consumers tend to be less familiar with foreign than
with domestic products (Huber and McCann 1982; Olson 1977). Han and Terpstra
(1988, p. 236) claim, "It has been found that all products originating in
foreign countries are subject to country-of-origin [image] effects." Han (1990,
p. 24) further states that CO-image studies in general show that consumers have
significantly different general perceptions about products made in different
countries. Hooley, Shipley, and Krieger (1988, p. 67) asserted that
international marketers need to understand these [CO] images as they relate both
to their own, and to their competitors' products. Specifically, they will need
to determine whether such images are positive or negative, whether and how they
affect behavior, and how they can be catered to in the marketing strategy. Yet,
few multinational marketers and advertisers make full use of their products'
favorable CO image or successfully overcome the liability associated with an
unfavorable one.
Several reasons may account for the relative neglect of CO image as a
competitive tool. First, the CO variable is culture-laden, and most managers are
inadequately trained to address cultural issues despite significant research
indicating that multinational marketing strategy is ill-served if cultural and
perceptual differences among countries are not properly comprehended and heeded
(Harris 1984; Kale 1991). Second, translating CO images into marketing
communication opportunities is difficult because the relationship between the
brand and its country of origin is potentially more distant than the
relationship between the brand and its firm, store, or advertising. Third,
Zinkhan and his colleagues' observations about what constitutes effective
measures for image manifestations and their current state of development are
equally applicable to CO image measures (Dobni and Zinkhan 1990; Johnson and
Zinkhan 1990; Villanova, Zinkhan, and Hyman 1990).
Hypothesis
The researcher intends to investigte the implications of country of origin
principles of buying behavior among the consumers in the country of Dubai. This
study intends to prove the following hypothesis:
“The concept of country of origin has no significant effect on the
consumer bahaviour in the Dubai Market.”
Main
empirical method
This study will be using a case study technique to isolate the occurrence of
country of origin concept, particularly in the country of Dubai. The study will
employ the descriptive research method,
which uses observation and surveys. In this method, it is possible that the
study would be cheap and quick. It could also suggest unanticipated hypotheses.
Nonetheless, it would be very hard to rule out alternative explanations and
especially infer causations. Thus, this study will use the descriptive
approach. This descriptive type of research will utilize observations in the
study. To illustrate the descriptive type of research, Creswell (1994) will
guide the researcher when he stated: Descriptive method of research is to gather
information about the present existing condition. The purpose of employing this
method is to describe the nature of a situation, as it exists at the time of the
study and to explore the cause/s of particular phenomena. The researcher opted
to use this kind of research considering the desire of the researcher to obtain
first hand data from the respondents so as to formulate rational and sound
conclusions and recommendations for the study.
The research described in this document is partly based on
quantitative research methods. This permits a
flexible and iterative approach. During data gathering the choice and design of
methods are constantly modified, based on ongoing analysis. This allows
investigation of important new issues and questions as they arise, and allows
the investigators to drop unproductive areas of research from the original
research plan.
This study also employs qualitative research method,
since this research intends to find and build theories that would explain the
relationship of one variable with another variable through qualitative elements
in research. These qualitative elements does not have standard measures, rather
they are behavior, attitudes, opinions, and beliefs.
Furthermore, as we define the qualitative research it is multimethod in focus,
involving an interpretative, naturalistic approach to its subject matter. This
means that qualitative researchers study things in their natural settings,
attempting to make sense of, or interpret phenomena in terms of the meanings
people bring to them. Accordingly, qualitative researchers deploy a wide range
of interconnected methods, hoping always to get a better fix on the subject
matter at hand.
Techniques
The general population for this study will be composed of
randomly selected product consumers in Dubai numbering ninety (90). The
researcher shall also conduct interviews to economists and market researchers in
order to acquire an expert opinion regarding the country of origin concept in
Dubai.
TIMETABLE
TASK | Month | ||||||||
| 1st | 2nd | 3rd | 4th | 5th | 6th | 7th | 8th | 9th |
Select topic |
|
|
|
|
|
|
|
|
|
Undertake preliminary |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Select appropriate |
|
|
|
|
|
|
|
|
|
Write-up Dissertation |
|
|
|
|
|
|
|
|
|
Undertake and write-up draft |
|
|
|
|
|
|
|
|
|
Secondary and Primary
|
|
|
|
|
|
|
|
|
|
Research Findings:
|
|
|
|
|
|
|
|
|
|
Discussion:
|
|
|
|
|
|
|
|
|
|
Methodology (including limitations and |
|
|
|
|
|
|
|
|
|
Main body of the report |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Introduction and Executive |
|
|
|
|
|
|
|
|
|
Final format and indexing |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
| |
References:
Bilkey, Warren
J. (1993), "Foreword," in Product-Country Images: Impact and Role in
International Marketing, Nicolas Papadopoulos and Louise A. Heslop, eds., New
York: International Business Press, xix-xx.
Creswell, J.W. (1994) Research design. Qualitative and quantitative
approaches. Thousand Oaks, California: Sage.
Dobni, Dawn and
George M. Zinkhan (1990), "In Search of Brand Image: A Foundation Analysis," in
Advances in Consumer Research, 17, Marvin E. Goldberg, Gerald Gorn, and Richard
W. Pollay, eds., Provo, UT: Association for Consumer Research, 110-119.
Ettenson,
Richard, Janet Wagner, and Gary Gaeth (1988), "Evaluating the Effect of Country
of Origin and the 'Made in USA' Campaign: A Conjoint Approach," Journal of
Retailing, 64 (Spring), 85-100.
Han, C. Min
(1990), "Testing the Role of Country Image in Consumer Choice Behavior,"
European Journal of Marketing, 24 (6), 24-40.
Han, C. Min., &
Vern Terpstra. 1988. Country-of-origin effects for uni-national and bi-national
products. Journal of International Business Studies, 19 (2): 235-55.
Harris, G.
(1984), "The Globalization of Advertising," International Journal of
Advertising, 3 (August), 223-234.
Hooley, G. J.,
David Shipley, and Nathalie Krieger (1988), "A Method for Modelling Consumer
Perceptions of Country of Origin," International Marketing Review, 5 (Autumn),
67-76.
Huber, Joel and
John McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations,"
Journal of Marketing Research, 19 (August), 324-333.
Johansson, Johny
K. (1989), "Determinants and Effects of the Use of 'Made In' Labels,"
International Marketing Review, 6 (January), 47-58.
Johansson, Johny
K., Susan P. Douglas, and Ikujiro Nonaka (1985), "Assessing the Impact of
Country Of Origin on Product Evaluations: A New Methodological Perspective,"
Journal of Marketing Research, 22 (November), 388-396.
Johnson,
Madeline and George M. Zinkhan (1990), "Defining and Measuring Company Image,"
in Developments in Marketing Science, 13, B. J. Dunlap, ed., New Orleans, LA:
Academy of Marketing Science, 346-350.
Kale, Sudhir H.
(1991), "Culture-Specific Marketing Communications: An Analytical Approach,"
International Marketing Review, 8 (2), 18-30.
Olson, Jerry C.
(1977), "Price as an Informational Cue: Effects on Product Evaluations," in
Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and
Peter D. Bennett, eds., Amsterdam: North-Holland Publishing Company, 267-286.
Papadopoulos,
Nicolas (1993), "What Product and Country Images Are and Are Not," in
Product-Country Images: Impact and Role in International Marketing, Nicolas
Papadopoulos and Louise A. Heslop, eds., New York: International Business Press,
3-38.
Villanova, Lisa,
George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring Store
Image," in Developments in Marketing Science, 13, B. J. Dunlap, ed., New
Orleans, LA: Academy of Marketing Science, 346-350.
Yoo, Yangjin
(1992), "Country of Origin Effect: The New Conceptualization and Alternative
Models," in Enhancing Knowledge Development in Marketing, 3: 1992 AMA Educators'
Proceedings, Robert P. Leone and V. Kumar, eds., Chicago: American Marketing
Association, 28-35.
below dirham (
and above dirham
Part II. Consumer Ethnocentrism Scale (CET)
Direction: Encircle
the number corresponding to your answer
Agree
Disagree
The Effect
of Country of Origin on Dubai's Market
Objectives
The researcher seeks to investigate the effect of the concept of “country of
origin” (COO) in the market of Dubai. Specifically, the study seeks to answer
the following questions:
1. What is the
importance of COO image?
2. What
contributes to the formation of CO images?
3. How can CO
images be measured?
4. What is the
nature of each facet of COO?
5. What is the
contribution of each facet to the overall image?
6. How salient
is CO image in shaping attitudes and behavior toward specific products and
brands and in affecting choice behavior, both in absolute terms and relative to
other marketing stimuli?
Brief
Rationale
Country of origin (CO) is a potentially powerful image variable that can be used
to gain competitive advantage in international marketing. However, deficiencies
in the definition and measurement of its facets have contributed to ineffective
and infrequent use of CO image as competitive tool. Country-of-origin (CO) image
refers to "buyers' opinions regarding the relative qualities of goods and
services produced in various countries" (Bilkey 1993, p. xix). Among the image
variables in the international advertiser's toolkit, the CO variable is
conceivably the most potent if skillfully applied. Papadopoulos (1993, p. xxi)
asks rhetorically, "It is often said that brand names like 'McDonald's' are
worth millions. If so, how many billions is Germany's image worth?" A few
authors have questioned the magnitude of importance of CO image in affecting
choice behavior (Ettenson, Wagner, and Gaeth 1988; Johansson 1989; Johansson,
Douglas, and Nonaka 1985), but most acknowledge its salience in overall product
evaluation and as a proxy for other, more intrinsic, qualities (Han and Terpstra
1988; Yoo 1992). Internationally, CO serves as a useful extrinsic cue and as a
surrogate for difficult-to-evaluate intrinsic characteristics such as quality
and performance because consumers tend to be less familiar with foreign than
with domestic products (Huber and McCann 1982; Olson 1977). Han and Terpstra
(1988, p. 236) claim, "It has been found that all products originating in
foreign countries are subject to country-of-origin [image] effects." Han (1990,
p. 24) further states that CO-image studies in general show that consumers have
significantly different general perceptions about products made in different
countries. Hooley, Shipley, and Krieger (1988, p. 67) asserted that
international marketers need to understand these [CO] images as they relate both
to their own, and to their competitors' products. Specifically, they will need
to determine whether such images are positive or negative, whether and how they
affect behavior, and how they can be catered to in the marketing strategy. Yet,
few multinational marketers and advertisers make full use of their products'
favorable CO image or successfully overcome the liability associated with an
unfavorable one.
Several reasons may account for the relative neglect of CO image as a
competitive tool. First, the CO variable is culture-laden, and most managers are
inadequately trained to address cultural issues despite significant research
indicating that multinational marketing strategy is ill-served if cultural and
perceptual differences among countries are not properly comprehended and heeded
(Harris 1984; Kale 1991). Second, translating CO images into marketing
communication opportunities is difficult because the relationship between the
brand and its country of origin is potentially more distant than the
relationship between the brand and its firm, store, or advertising. Third,
Zinkhan and his colleagues' observations about what constitutes effective
measures for image manifestations and their current state of development are
equally applicable to CO image measures (Dobni and Zinkhan 1990; Johnson and
Zinkhan 1990; Villanova, Zinkhan, and Hyman 1990).
Hypothesis
The researcher intends to investigte the implications of country of origin
principles of buying behavior among the consumers in the country of Dubai. This
study intends to prove the following hypothesis:
“The concept of country of origin has no significant effect on the
consumer bahaviour in the Dubai Market.”
Main
empirical method
This study will be using a case study technique to isolate the occurrence of
country of origin concept, particularly in the country of Dubai. The study will
employ the descriptive research method,
which uses observation and surveys. In this method, it is possible that the
study would be cheap and quick. It could also suggest unanticipated hypotheses.
Nonetheless, it would be very hard to rule out alternative explanations and
especially infer causations. Thus, this study will use the descriptive
approach. This descriptive type of research will utilize observations in the
study. To illustrate the descriptive type of research, Creswell (1994) will
guide the researcher when he stated: Descriptive method of research is to gather
information about the present existing condition. The purpose of employing this
method is to describe the nature of a situation, as it exists at the time of the
study and to explore the cause/s of particular phenomena. The researcher opted
to use this kind of research considering the desire of the researcher to obtain
first hand data from the respondents so as to formulate rational and sound
conclusions and recommendations for the study.
The research described in this document is partly based on
quantitative research methods. This permits a
flexible and iterative approach. During data gathering the choice and design of
methods are constantly modified, based on ongoing analysis. This allows
investigation of important new issues and questions as they arise, and allows
the investigators to drop unproductive areas of research from the original
research plan.
This study also employs qualitative research method,
since this research intends to find and build theories that would explain the
relationship of one variable with another variable through qualitative elements
in research. These qualitative elements does not have standard measures, rather
they are behavior, attitudes, opinions, and beliefs.
Furthermore, as we define the qualitative research it is multimethod in focus,
involving an interpretative, naturalistic approach to its subject matter. This
means that qualitative researchers study things in their natural settings,
attempting to make sense of, or interpret phenomena in terms of the meanings
people bring to them. Accordingly, qualitative researchers deploy a wide range
of interconnected methods, hoping always to get a better fix on the subject
matter at hand.
Techniques
The general population for this study will be composed of
randomly selected product consumers in Dubai numbering ninety (90). The
researcher shall also conduct interviews to economists and market researchers in
order to acquire an expert opinion regarding the country of origin concept in
Dubai.
TIMETABLE
TASK | Month | ||||||||
| 1st | 2nd | 3rd | 4th | 5th | 6th | 7th | 8th | 9th |
Select topic |
|
|
|
|
|
|
|
|
|
Undertake preliminary |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
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Secondary and Primary
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Research Findings:
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References:
Bilkey, Warren
J. (1993), "Foreword," in Product-Country Images: Impact and Role in
International Marketing, Nicolas Papadopoulos and Louise A. Heslop, eds., New
York: International Business Press, xix-xx.
Creswell, J.W. (1994) Research design. Qualitative and quantitative
approaches. Thousand Oaks, California: Sage.
Dobni, Dawn and
George M. Zinkhan (1990), "In Search of Brand Image: A Foundation Analysis," in
Advances in Consumer Research, 17, Marvin E. Goldberg, Gerald Gorn, and Richard
W. Pollay, eds., Provo, UT: Association for Consumer Research, 110-119.
Ettenson,
Richard, Janet Wagner, and Gary Gaeth (1988), "Evaluating the Effect of Country
of Origin and the 'Made in USA' Campaign: A Conjoint Approach," Journal of
Retailing, 64 (Spring), 85-100.
Han, C. Min
(1990), "Testing the Role of Country Image in Consumer Choice Behavior,"
European Journal of Marketing, 24 (6), 24-40.
Han, C. Min., &
Vern Terpstra. 1988. Country-of-origin effects for uni-national and bi-national
products. Journal of International Business Studies, 19 (2): 235-55.
Harris, G.
(1984), "The Globalization of Advertising," International Journal of
Advertising, 3 (August), 223-234.
Hooley, G. J.,
David Shipley, and Nathalie Krieger (1988), "A Method for Modelling Consumer
Perceptions of Country of Origin," International Marketing Review, 5 (Autumn),
67-76.
Huber, Joel and
John McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations,"
Journal of Marketing Research, 19 (August), 324-333.
Johansson, Johny
K. (1989), "Determinants and Effects of the Use of 'Made In' Labels,"
International Marketing Review, 6 (January), 47-58.
Johansson, Johny
K., Susan P. Douglas, and Ikujiro Nonaka (1985), "Assessing the Impact of
Country Of Origin on Product Evaluations: A New Methodological Perspective,"
Journal of Marketing Research, 22 (November), 388-396.
Johnson,
Madeline and George M. Zinkhan (1990), "Defining and Measuring Company Image,"
in Developments in Marketing Science, 13, B. J. Dunlap, ed., New Orleans, LA:
Academy of Marketing Science, 346-350.
Kale, Sudhir H.
(1991), "Culture-Specific Marketing Communications: An Analytical Approach,"
International Marketing Review, 8 (2), 18-30.
Olson, Jerry C.
(1977), "Price as an Informational Cue: Effects on Product Evaluations," in
Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and
Peter D. Bennett, eds., Amsterdam: North-Holland Publishing Company, 267-286.
Papadopoulos,
Nicolas (1993), "What Product and Country Images Are and Are Not," in
Product-Country Images: Impact and Role in International Marketing, Nicolas
Papadopoulos and Louise A. Heslop, eds., New York: International Business Press,
3-38.
Villanova, Lisa,
George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring Store
Image," in Developments in Marketing Science, 13, B. J. Dunlap, ed., New
Orleans, LA: Academy of Marketing Science, 346-350.
Yoo, Yangjin
(1992), "Country of Origin Effect: The New Conceptualization and Alternative
Models," in Enhancing Knowledge Development in Marketing, 3: 1992 AMA Educators'
Proceedings, Robert P. Leone and V. Kumar, eds., Chicago: American Marketing
Association, 28-35.
- People in Dubai
should always buy
Dubai made products instead of
imports
- Only
those products that are unavailable in Dubai should be imported.
5 4
5 4
- Buy Dubai
made products. Keep Dubai working
- Dubai
products first, last, and foremost
- Purchasing
foreign-made products is un-Dubai
- It is not
right to purchase foreign products
- A real
Dubai citizen should always buy Dubai made products
- We should
purchase products made in Dubai instead of letting other countries get
rich off us.
- It is
always best to purchase Dubai products.
purchasing of goods from other countries unless out of necessity.
because this hurts Dubai businesses and causes unemployment.
prefer to support Dubai products.
their products in markets.
5 4
to reduce their entry into Dubai
those products that we cannot obtain in our own country.
- Dubai
consumers who purchase products made in other countries put their fellow
Dubais out of work
5 4
5 4
5 4
PART III. Problems and Solutions
choices for products for consumption in Dubai?
________________________________________________________________________________________________________________________________________________________________________
2.
economic health?
What are your proposed solutions to the issues and problems you’ve
Guide Questionnaire
interviewed)
Can
you briefly explain the economic situation in Dubai right now in terms of
goods, products and services coming from other countries?
- What country or countries
usually dominates Dubai in terms of volume and in terms of sales?
- What about Dubai’s
local products? What is the development in relation to the past years?
- Compared to foreign
goods, are Dubai-made products doing well?
- What are the possible
implications of Dubai consumers buying more foreign goods than
locally-made products?
- At this point, can
you observe changes in the consumption pattern of Dubai residents? What
are these?
- To what reasons are
these attributed to?
- In terms of country
of origin preferences, to what country does Dubai consumers usually defer
to?
- Does country of
origin affects the consumption behavior of Dubai residents?
Dubai residents’ consumption behavior to Dubai’s economy?
The
researcher seeks to investigate the effect of the concept of “country of
origin” (COO) in the market of
Specifically, the study seeks to answer the following questions:
What is the importance of COO image?
What contributes to the formation of CO images?
How can CO images be measured?
What is the nature of each facet of COO?
What is the contribution of each facet to the
overall image?
How salient is CO image in shaping attitudes and
behavior toward specific products and brands and in affecting choice behavior,
both in absolute terms and relative to other marketing stimuli?
Country
of origin (CO) is a potentially powerful image variable that can be used to
gain competitive advantage in international marketing. However, deficiencies in
the definition and measurement of its facets have contributed to ineffective
and infrequent use of CO image as competitive tool. Country-of-origin (CO)
image refers to "buyers' opinions regarding the relative qualities of
goods and services produced in various countries" (Bilkey 1993, p. xix).
Among the image variables in the international advertiser's toolkit, the CO
variable is conceivably the most potent if skillfully applied. Papadopoulos (1993,
p. xxi) asks rhetorically, "It is often said that brand names like
'McDonald's' are worth millions. If so, how many billions is
worth?" A few authors have questioned the magnitude of importance of CO
image in affecting choice behavior (Ettenson, Wagner, and Gaeth 1988; Johansson
1989; Johansson, Douglas, and Nonaka 1985), but most acknowledge its salience
in overall product evaluation and as a proxy for other, more intrinsic,
qualities (Han and Terpstra 1988; Yoo 1992). Internationally, CO serves as a
useful extrinsic cue and as a surrogate for difficult-to-evaluate intrinsic
characteristics such as quality and performance because consumers tend to be
less familiar with foreign than with domestic products (Huber and McCann 1982;
Olson 1977). Han and Terpstra (1988, p. 236) claim, "It has been found
that all products originating in foreign countries are subject to
country-of-origin [image] effects." Han (1990, p. 24) further states that
CO-image studies in general show that consumers have significantly different
general perceptions about products made in different countries. Hooley,
Shipley, and Krieger (1988, p. 67) asserted that international marketers need
to understand these [CO] images as they relate both to their own, and to their
competitors' products. Specifically, they will need to determine whether such
images are positive or negative, whether and how they affect behavior, and how
they can be catered to in the marketing strategy. Yet, few multinational
marketers and advertisers make full use of their products' favorable CO image
or successfully overcome the liability associated with an unfavorable one.
Several
reasons may account for the relative neglect of CO image as a competitive tool.
First, the CO variable is culture-laden, and most managers are inadequately
trained to address cultural issues despite significant research indicating that
multinational marketing strategy is ill-served if cultural and perceptual
differences among countries are not properly comprehended and heeded (Harris
1984; Kale 1991). Second, translating CO images into marketing communication
opportunities is difficult because the relationship between the brand and its
country of origin is potentially more distant than the relationship between the
brand and its firm, store, or advertising. Third, Zinkhan and his colleagues'
observations about what constitutes effective measures for image manifestations
and their current state of development are equally applicable to CO image
measures (Dobni and Zinkhan 1990; Johnson and Zinkhan 1990; Villanova, Zinkhan,
and Hyman 1990).
The
researcher intends to investigte the implications of country of origin
principles of buying behavior among the consumers in the country of
to prove the following hypothesis:
“The
concept of country of origin has no
significant effect on the consumer bahaviour in the Dubai Market.”
This
study will be using a case study technique to isolate the occurrence of country
of origin concept, particularly in the country of
method, which uses observation and surveys. In this method, it is possible that
the study would be cheap and quick. It could also suggest unanticipated
hypotheses. Nonetheless, it would be very hard to rule out alternative
explanations and especially infer causations. Thus, this study will use the
descriptive approach. This descriptive
type of research will utilize observations in the study.
research, Creswell (1994) will guide the researcher when he stated: Descriptive
method of research is to gather information about the present existing
condition. The purpose of employing this
method is to describe the nature of a situation, as it exists at the time of
the study and to explore the cause/s of particular phenomena. The researcher
opted to use this kind of research considering the desire of the researcher to
obtain first hand data from the respondents so as to formulate rational and sound
conclusions and recommendations for the study.
document is partly based on quantitative research
methods. This permits a flexible and iterative approach. During data gathering
the choice and design of methods are constantly modified, based on ongoing
analysis. This allows investigation of important new issues and questions as
they arise, and allows the investigators to drop unproductive areas of research
from the original research plan.
research method, since this research intends to find and build theories that
would explain the relationship of one variable with another variable through
qualitative elements in research. These qualitative elements does not have
standard measures, rather they are behavior, attitudes, opinions, and beliefs.
Furthermore,
as we define the qualitative research it is multimethod in focus, involving an
interpretative, naturalistic approach to its subject matter. This means that
qualitative researchers study things in their natural settings, attempting to
make sense of, or interpret phenomena in terms of the meanings people bring to
them. Accordingly, qualitative researchers deploy a wide range of
interconnected methods, hoping always to get a better fix on the subject matter
at hand.
study will be composed of randomly selected product consumers in
(90). The researcher shall also conduct interviews to economists and market
researchers in order to acquire an expert opinion regarding the country of
origin concept in
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Month
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
Select topic
Undertake preliminary
literature search
- Define research questions
- Write-up aims and objectives
Select appropriate methodology
and locate sources of information. Confirm access.
Write-up Dissertation Plan
Undertake and write-up draft
critical literature review.
Secondary and Primary Data Detailed
- Sources
- Consulted
Research Findings:
- Analysed
- Evaluated
- Written-up
Discussion:
- Research findings evaluated and discussed in
relation to the literature review
Methodology written-up
(including limitations and
constraints)
Main body of the report written-up and checked for logical
structure
- Conclusions
drawn - Recommendations
made
Introduction and Executive
Summary written-up
Final format and indexing
Print
Bilkey, Warren J.
(1993), "Foreword," in Product-Country Images: Impact and Role in
International Marketing, Nicolas Papadopoulos and Louise A. Heslop, eds.,
Business Press, xix-xx.
Creswell,
J.W. (1994) Research design. Qualitative
and quantitative approaches.
Oaks
Sage.
Dobni, Dawn and
George M. Zinkhan (1990), "In Search of Brand Image: A Foundation
Analysis," in Advances in Consumer Research, 17, Marvin E. Goldberg,
Gerald Gorn, and Richard W. Pollay, eds., Provo, UT: Association for Consumer
Research, 110-119.
Ettenson,
Richard, Janet Wagner, and Gary Gaeth (1988), "Evaluating the Effect of
Country of Origin and the 'Made in
Approach," Journal of Retailing, 64 (Spring), 85-100.
Han, C. Min
(1990), "Testing the Role of Country Image in Consumer Choice
Behavior," European Journal of Marketing, 24 (6), 24-40.
Han, C. Min.,
& Vern Terpstra. 1988. Country-of-origin effects for uni-national and
bi-national products. Journal of International Business Studies, 19 (2):
235-55.
Harris, G.
(1984), "The Globalization of Advertising," International Journal of
Advertising, 3 (August), 223-234.
Hooley, G. J.,
David Shipley, and Nathalie Krieger (1988), "A Method for Modelling
Consumer Perceptions of Country of Origin," International Marketing
Review, 5 (Autumn), 67-76.
Huber, Joel and
John McCann (1982), "The Impact of Inferential Beliefs on Product
Evaluations," Journal of Marketing Research, 19 (August), 324-333.
Johansson, Johny
K. (1989), "Determinants and Effects of the Use of 'Made In' Labels,"
International Marketing Review, 6 (January), 47-58.
Johansson, Johny
K., Susan P. Douglas, and Ikujiro Nonaka (1985), "Assessing the Impact of
Country Of Origin on Product Evaluations: A New Methodological Perspective,"
Journal of Marketing Research, 22 (November), 388-396.
Johnson, Madeline
and George M. Zinkhan (1990), "Defining and Measuring Company Image,"
in Developments in Marketing Science, 13, B. J. Dunlap, ed.,
Orleans
Science, 346-350.
Kale, Sudhir H.
(1991), "Culture-Specific Marketing Communications: An Analytical
Approach," International Marketing Review, 8 (2), 18-30.
Olson, Jerry C.
(1977), "Price as an Informational Cue: Effects on Product
Evaluations," in Consumer and Industrial Buying Behavior, Arch G.
Woodside, Jagdish N. Sheth, and Peter D. Bennett, eds., Amsterdam:
North-Holland Publishing Company, 267-286.
Papadopoulos,
Nicolas (1993), "What Product and Country Images Are and Are Not," in
Product-Country Images: Impact and Role in International Marketing, Nicolas
Papadopoulos and Louise A. Heslop, eds.,
York
Villanova, Lisa,
George M. Zinkhan, and Michael R. Hyman (1990), "On Defining and Measuring
Store Image," in Developments in Marketing Science, 13, B. J. Dunlap, ed.,
Yoo, Yangjin
(1992), "Country of Origin Effect: The New Conceptualization and
Alternative Models," in Enhancing Knowledge Development in Marketing, 3:
1992 AMA Educators' Proceedings, Robert P. Leone and V. Kumar, eds., Chicago:
American Marketing Association, 28-35.
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