The Impact Of The Country-Of-Origin Effect On Consumer Purchase Intention : The Case Of Japanese Houseware Products In The Market Of HCM City, Vietnam

Abstract

Global trading, or international business, has always been one of the most influential business activities in the world. In order to do international marketing effectively, one must pay special attention to the Country-of-origin Effect (CoO) as it can potentially be the crucial factor that determines the success of the business. Accompanied with the fact that Japanese houseware is dominating the electronics market of Vietnam, this research sets out to study the CoO’s assumed significant impact on the Consumers Purchase Intention. The Culture of the country, Humans of the country, Perceived Quality, and Brand Image are among the determinant factors that are being assessed to whether they greatly influence the purchasing intention of the normal consumers or not. This study follows the quantitative approach using online Google survey form to collect data from 277 respondents living in HCM City. After going through all of the necessary data analyses, the model is found to have all 4 of its hypotheses to be acceptable using the results of the P-value. In conclusion, the CoO effect does have a significant impact on the Consumers Purchase Intention, specifically for the case of Japanese houseware in HCM City. Not only does the findings of the study help companies to know which CoO factors to prioritize in their marketing campaigns for the maximum efficacy, they also shed light on many perceptions of the average Vietnamese people on Japan’s culture, humans, society, products, and as a foreign nation in general.