Tag: Country of Origin

Exploring the role of Country of Origin for Luxury Personal Care Products in India

Posted onAuthorVarsha.Jain

Abstract Indian consumers are widely using luxury brands primarily in the perusal care segment. The number of high net worth individuals has increased, awareness is enhanced and individuals are concerned about their looks and presentation. This paper explores the factors that consumers consider while buying luxury personal care products; additionally, it also explores the effects Read More …

Product-Knowledge, Ethnocentrism and Purchase Intention: COO Study in India

Posted onAuthorDavid.Bamber

Abstract Purpose – The purpose of this research is to model country of origin (COO) effects, intention to purchase foreign products, ethnocentrism and foreign product knowledge among average Indian consumers. Knowledge derived from the analysis can be used in the marketing mix by firms to address the Indian market. Design/methodology/approach – The literature concerning COO Read More …