Research Proposal on Country of Origin Essay

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Research Proposal on RM: ‘Country of origin effects on consumers perceptions of brands: A case study of Bangladesh.’ Submitted by: MD. SAROWER HOSSAIN MBA-2, GROUP-A (IB) ID: L0905MIMI1010 RESEARCH PROPOSAL PROPOSED RESEARCH TITLE ‘Country of origin effects on consumers perceptions of brands: A case study of Bangladesh.’ INTRODUCTION As Bangladesh is a developing country. The COO information has a strongest influence in less developed countries. According to Verlegh and Steenkamp, 1997, compared to Western Industrialise countries, information of COO has a well-built effect on less developed countries. Country of origin and brands image goes together. Typically ‘A brand image is the perceptions about a brand as reflected by the brand associations held in consumer memory" (Keller 1993) Like brands, country of origin has great effects. For example, French perfumes, Japanese electronics have worldly recognition on the country of origin basis. In contrast, in Bangladesh there is bit negative image toward Chinese brands. As they are cheaper most of the brands do not last long. The country’s image goes with brands. Like German cars, French wine, Cigar of Cuba etc. are likely to hold the good image to the consumers. Made in USA, made in Japan, made in Korea, made in China carry out a different images to the consumers. Verlegh and Steenkamp, in Meta analysis of country-of-origin research (1999, Page.539) said that, for product image country of origin carries not only consumers perceptions, it is related with emotion, identity, pride and autobiographical memories that alter country of origin into a significant or image feature. STATEMENT OF PROBLEM Country of origin is a big issue that often corresponds in the form of ‘Made in’ label (Chasin and Jaffe,1979). Nagashima (1970) said ‘made in’ image has a great effect by familiarity and availability of

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