Country‐of‐origin effects on purchasing agents’ product perceptions: an international perspective

Pascale G. Quester (Associate Professor in Marketing, School of Commerce, The University of Adelaide, Adelaide, Australia)
Sam Dzever (Professor of Marketing, IAE Poitiers, France)
Sylvie Chetty (Senior Lecturer, Department of Commerce, Massey University, Auckland, New Zealand)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 December 2000


In a study involving a mail survey of Australian and New Zealand purchasing agents, a number of hypotheses relating to the potential influence of country‐of‐origin information were investigated. Country‐of‐assembly and country‐of‐design were both included in this study, which also examined the differences between higher risk purchases such as machine tools and more routine purchases such as component parts. A multi‐dimensional approach to product quality was adopted, based on earlier exploratory studies. Country‐of‐origin was found to influence product quality perceptions and similar patterns were observed in both national samples. Differences in absolute levels, however, were found, suggesting that caution is needed on the part of suppliers dealing in both markets in relation to the value of this type of information.



Quester, P., Dzever, S. and Chetty, S. (2000), "Country‐of‐origin effects on purchasing agents’ product perceptions: an international perspective", Journal of Business & Industrial Marketing, Vol. 15 No. 7, pp. 479-489.

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Copyright © 2000, MCB UP Limited

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