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Buyer's Attitude & Marketing Strategies
Pages 5 (1255 words)
Buyers’ Attitude & Marketing Strategies Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name 21st April, 2012 Introduction Relationships between product and nationality, in buyers’ evaluations, were first studied with respect to the “made in” label.
Country of origin (CoO) cues influence the buyer’s purchasing behaviour. This is recognized in the cognitive mediation process. It is based on the argument that beliefs about a product’s features or attributes are directly influenced by the product’s country of origin information. These influenced beliefs mediate changes in attitude toward the product. Strategically speaking, the country of origin cues is used to promote the products of one country in another. Japan literally spent billions of dollars in the United States to overcome the poor image that its products had in the United States after World War II. Although total Japanese success cannot possibly be attributed to successful of country of origin cues, they certainly played an important role. In fact, the cues or their variations are still playing a critical role in Japan’s success in United States Markets. Managing Country of Origin Perception Buyer attitudes toward certain countries can change, and this has important implications for global competitors. Both Japan and South Korea saw their products rise in esteem over a relatively short period of time. Now Japanese products score higher than U.S. or German products in some countries, including China and Saudi Arabia (Onkvisit, 2005). ...
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