Country of origin effects on consumer evaluation of hedonic vs. utilitarian products: a personal values based perspective

Padmali Rodrigo, Hina Khan

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Abstract

Research on the issue of COO is one of the most researched and discussed aspects in the field of international marketing and consumer behaviour (Samiee, 2010; 2011; Usunier and Cestre, 2007; Usunier , 2006; Zeugner-Roth and Diamantopoulos, 2009). Nevertheless, Samiee (2010), Samiee and Leonidou (2011) and Usunier (2011) have argued that in the era of globalisation, the COO
cue has become largely irrelevant. Furthermore, COO research has also been criticised for its atheoritic nature, use of student samples, and lack of identification of COO sensitive segments (Samiee, 2010; Samiee and Leonidou, 2011). Thus, the present study integrated the means-end – chain theory (MEC) developed by Gutman (1982), which suggests consumers perceive products
as a mean through which they can achieve their desired end goals (personal values) to investigate COO effects on elite Sri Lankan consumers attitudes and purchase intentions towards hedonic versus utilitarian products. The conceptual framework was developed by using the three key elements of the MEC theory, namely product attributes, consequences and values.

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