The effects of country - of - origin on yemeni consumers' attitudes towards Asian products

Abstract

The main purpose of the present research was to extend and consolidate knowledge about country-of-origin cue and its effects on the consumers’ attitudes from least developed countries. In order to achieve the purpose, this research has been applied on Yemeni consumers. A correlational study was employed to measure the effects of country-of-origin on consumers’ valuations of home appliance products made-in five selected Asian countries of origin namely Malaysia, Japan, Korea, Taiwan and China. In this study, a theoretical framework of country-of-origin effects was tested in which the complete model was illustrated with associated variable which influenced consumers’ attitudes and purchase intention. The data collection instrument used was questionnaire which was administrated personally and distributed to a total sample of 1095 households in three Yemeni regions which include six urban cities. From this number, 625 respondents answered the questionnaires. The data had been analyzed using the mean significant differences and significant relationship between independent and dependent variables. It involved statistical methods such as t-test, one-way ANOVA, coefficient Cronbach’s alpha and regression analysis to draw the results. Yemeni consumers preferred the products made in Japan more followed by products made-in Malaysia and Korea. However, they were having less attitudes towards Chinese and Taiwanese products. In addition, significant differences were found in Yemeni consumers’ perception, attitudes and purchase intention according to their regions. Besides, the information sources of country-of-origin knowledge were also identified. Television and wordof mouth were found to be the mostly used information sources by Yemeni consumers to know more about country-of-origin. Significant differences were found among respondents depending on their demographic background in the use of information sources.