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The effect of country of origin on purchase behaviour: an intercept study
Author(s) -
GIPSON KAY,
FRANCIS SALLY K.
Publication year - 1991
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1991.tb00646.x
Subject(s) - pride , clothing , promotion (chess) , country of origin , business , advertising , marketing , point (geometry) , point of sale , political science , mathematics , law , politics , geometry , world wide web , computer science
In the present study, consumers were intercepted and surveyed at point of purchase to measure the influence of country of origin on apparel purchase behaviour. In addition, actual consumer awareness of the country of origin of the garment purchased was measured. The findings offer an indication of the relationship between consumer attitudes and purchase behaviour with regard to country of origin. This information may prove useful to retailers involved in or considering involvement in ‘American made’ promotions. Results also offer the residual benefit of gauging the impact of the Crafted With Pride ‘Made in the U.S.A.’ campaign 6 months after the introduction of intense promotion.