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Consumers’ Demographic Differences and the Country-of-Origin Effects on Evaluations of Product Categories: An International Study

Author

Listed:
  • A Ben Oumlil

    (Western Connecticut State University)

  • Karen L Koza

    (Western Connecticut State University)

  • Richard Montague

    (Western Connecticut State University)

Abstract

The aim of this study is to fill in a gap in Country-of-Origin (COO) studies by assessing the relationship between COO and consumer decision-making processes in Morocco, an emerging market, and non-Western Mediterranean country and culture. Specifically, this research study demonstrates that the consumer demographic characteristic of age does make a difference in the COO influence for product categories within Morocco. Age was shown to interact with the impact of COO with regard to purchasing decisions regarding products from more industrialized/economically advanced nations, compared to products from less economically advanced/industrialized nations. These results have managerial implications in assisting multinational organizations in their market segmentations and positioning strategies.

Suggested Citation

  • A Ben Oumlil & Karen L Koza & Richard Montague, 2016. "Consumers’ Demographic Differences and the Country-of-Origin Effects on Evaluations of Product Categories: An International Study," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(10), pages 44-47, September.
    • Handle: RePEc:mgs:ijmsba:v:2:y:2016:i:10:p:44-47
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.210.1005
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    More about this item

    Keywords

    Management; Organizational structures; Future; Company; Team; Trend; Technology Print-on-demand; Storage and distribution;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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