Country of Origin Effects and Consumer Knowledge: A Study of Country of Origin Effects and Consumer Knowledge Amoung Taiwanese Beer Consumers

Abstract

Country of origin and consumer knowledge has an impact on consumers purchase intentions. This study was conducted to investigate how the various dimensions of consumer knowledge relate to country of origin effects and how this impacts a consumers’ use of country of origin cues when evaluating a durable product. The effects of country of origin and consumer knowledge were investigated by using self-administered questionnaires. The main sample consisted of Taiwanese people who are aged 18 and above and may or may not be alcoholic drinkers. From the findings of this study it appears that the various dimensions of consumer knowledge together have a significant effect on the use of the country of origin cue in product evaluations. The findings may be helpful for the effectiveness in market segmentation. By differentiating consumers on different levels of knowledge, marketers can make better decisions on how brand and country of origin should be managed and directed.

Country of origin and consumer knowledge has an impact on consumers purchase intentions. This study was conducted to investigate how the various dimensions of consumer knowledge relate to country of origin effects and how this impacts a consumers’ use of country of origin cues when evaluating a durable product. The effects of country of origin and consumer knowledge were investigated by using self-administered questionnaires. The main sample consisted of Taiwanese people who are aged 18 and above and may or may not be alcoholic drinkers. From the findings of this study it appears that the various dimensions of consumer knowledge together have a significant effect on the use of the country of origin cue in product evaluations. The findings may be helpful for the effectiveness in market segmentation. By differentiating consumers on different levels of knowledge, marketers can make better decisions on how brand and country of origin should be managed and directed.