The influence of country-of-origin cue on Malaysians' product attitude and purchase intention of a low involvement product

considerable number of empirical studies on country-of-origin had indicated its influence on consumer product evaluation as well as purchase intention. This is especially evident in circumstances where other product information is not easily available. Previous research also suggests that the outcomes of country-of-origin effect differ by product type investigated in addition to countries selected for examination. Nevertheless, the majority of such research had concentrated on perceptions of consumers in developed countries purchasing high involvement products like cars and consumer electronic3 Hence, it is anticipated that by conducting a study on the influence of country-of-origin cue on consumer product evaluation and purchase intention of a low involvement product in a developing country, it will help enrich the current available literature.