Record Details

THE EFFECT OF COUNTRY-OF-ORIGIN ON NEW ZEALAND CONSUMERS BEER PURCHASING BEHAVIOR

Journal of Management and Entrepreneurship

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Field Value
 
Title THE EFFECT OF COUNTRY-OF-ORIGIN ON NEW ZEALAND CONSUMERS BEER PURCHASING BEHAVIOR
 
Creator Khan, Jashim
Zuo, Na
Rivers, Gary
 
Subject —
Country-of-origin, lager beer, demographics, New Zealand.
 
Description Country of Origin (COO) sits along with marketing mix factor in the global market place. Given the im­portance of COO, studies have touched the field of COO effects, though studies pertaining to alco­ho­lic beve­rage purchase behavior, particularly in the New Zealand remains limited. This study explores the potential im­pact of demographics on the magnitude of Country of Origin effects for two lager beer pro­ducts. The data was collected via survey format from 211 respondents living in Auckland, New Zea­land. The results from this study suggest that older consumers are more dependent upon the country of ori­gin information when evaluating a pro­duct and, particularly when presented with unfamiliar brands, they tend to perceive imported lager beer as being of hi­gher qu­al­i­ty, more trendy and more value for mo­ney. Also customer perceptions differ based on the cus­tomer’s socio-economic status. Middle income cus­­tomers are more likely to have favorable opinions about imported products, whereas, lower and higher income customers tend to have weaker views on this issue. 
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2017-03-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/20260
10.9744/jmk.19.1.1-4
 
Source Jurnal Manajemen dan Kewirausahaan; Vol 19, No 1 (2017): MARCH 2017; 1-4
1411-1438
 
Language eng
 
Relation http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/20260/19271
 
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