The Effect of Country-of-Origin Information on Consumer Purchase Decision Processes When Price and Quality Information Are Available

Previous research on country-of-origin and its effects on consumer purchase decision processed has failed to account for the availability of additional product information. This study examines the effects of county-of-origin information on consumer purchase decision processes when price and independent quality information are also made available to consumers. Actual, alternative notations signifying country-of-origin for each of three countries (Japan, West Germany, and the United States) were presented with price an independent quality information (three varying levels) to determine if, and when, country-of-origin information had a significant effect on consumer choice.