The country-of-origin effect on perceptions of imported and domestic products in a developing country

Developing countries are being flooded with foreign products as a consequence of globalization and free trade. This study investigates country-of-origin effects on the perceptions, attitudes and behavior of consumers in Mauritius with respect to products imported from twelve developing and developed countries. This is an important study that investigates whether country of origin biases consumer decision making and purchase of products. It has managerial implications for companies who need to understand the COO perceptions of the population from developing countries. A structured questionnaire was administered to 204 respondents over two months. Analysis of the data show that a developed COO product was associated with quality, design, branding, packaging, status, and value for money, whereas products from a developing COO scored well only on price and value for money. The managerial implications of these findings for exporters and importers are discussed, and directions of further research suggested.