The effect of country of origin on consumer's purchasing intention: PowerPoint Presentation

The effect of country of origin on consumer's purchasing intention: PowerPoint Presentation

2018-03-21 32K 32 0 0

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A case study of instant noodles. YE4A. Kara Chen. 110110013. Introduction. Motivation. Globalization. No particular researches of Country of Origin (COO) which aim on Taiwan. Case study - instant noodles. ID: 659359

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Presentations text content in The effect of country of origin on consumer's purchasing intention:

Slide1

The effect of country of origin on consumer's purchasing intention:A case study of instant noodles

YE4A

Kara Chen

110110013

Slide2

IntroductionMotivation

Globalization

No particular researches of Country of Origin (COO) which aim on Taiwan

Case study - instant noodles

1967 : The manufacturing technology of instant noodles was introduced

Slide3

Subjectthe Taiwanese college students and university studentsResearch questionsDo Taiwanese college students and universities students care about COO of instant noodles which they purchase?

Is the country image of COO the reason which effects their buying decisions?

Slide4

Literature reviewPurchase intention? “The person’s motivation in the sense of his or her intention to perform behavior.” -

Rezvani

, et

al’s

(2012)

COO?

COO as an overall perception of a country -

Nagashima

(1977)

Slide5

Purchase intention and COO COO is considered a parameter which can affect consumers’ evaluation and purchase intention. - Kaynak and Kara (2002)Country image (CI)

“country image of COO is a significant factor to impact consumers’ perception on product quality and purchase intention.” -

Liefeld

(1993)

Slide6

Theoretical Framework

study of

Bursi

, et al (2012)

Slide7

MethodologyQuantitative methodInstrumentation

Online questionnaire

Data analysis

SPSS

frequency analysis+ correlation+

Cronbach’s

Alpha+

cross

-tabulations

Subjects

110 participants

Slide8

Results and Discussion

participants’ attention to COO

Slide9

Interesting finding 1: 65.5 % : not look for COO47.3 % : COO is neutral

.

Near half: COO would affect buying decision

Slide10

Correlation between consumers’ attention and buying decision

Slide11

Consumers’ perceptions of 5 countries

CI

PCI

CRPI

Slide12

influence of COO on purchasing intention of the students

Slide13

Interesting finding 2:Image of Korea > Taiwan More participants would be willing to buy Taiwanese instant noodles

Slide14

ConclusionCOO would influence buying decision of Taiwanese colleges and universities students if they will check COO.Consumers like to buy the products from the countries which have great image.

Slide15

THANK YOU!


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