Country of origin effects: An Australian experiment in shelf labelling

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dc.contributor.authorQuester, P.
dc.contributor.authorMarr, N.
dc.contributor.authorYeoh, P.
dc.date.issued1996
dc.description.abstractThe influence of country-of-origin (COO) on consumers' preferences and purchase choices has been extensively discussed in the marketing literature yet most studies dedicated to this issue have relied on durables purchases. Questionnaire-based surveys have most often aimed to identify the degree to which the COO factor influences purchase intentions, but have in general presented this factor in isolation from other product attributes. The present study attempts to address these limitations by relying on ‘real world’ conditions and exploring COO effects for fast-moving consumer goods (FMCG). For two categories of grocery product, ‘Australian-made’ labels were displayed according to an experimental design over a period of several weeks. No significant effect was found, suggesting that the ‘patriotic’positioning strategy followed by many Australian marketers and retailers is somewhat misguided. These findings also suggest that previous research with durable goods, which supported the existence of COO effects, may not be applicable to the FMCG category where COO effects may be less significant.
dc.description.statementofresponsibilityP.G. Quester, N.E. Marr & P.S. Yeoh
dc.identifier.citationInternational Review of Retail, Distribution and Consumer Research, 1996; 6(1):115-135
dc.identifier.doi10.1080/09593969600000006
dc.identifier.issn0959-3969
dc.identifier.issn1466-4402
dc.identifier.orcidQuester, P. [0000-0001-6872-6973]
dc.identifier.urihttp://hdl.handle.net/2440/1208
dc.language.isoen
dc.publisherInforma UK Limited
dc.rights© Routledge 1996
dc.source.urihttps://doi.org/10.1080/09593969600000006
dc.subjectCountry-of-origin; Labelling; Grocery; Australia; Supermarkets
dc.titleCountry of origin effects: An Australian experiment in shelf labelling
dc.typeJournal article
pubs.publication-statusPublished

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