Factors Influencing Importance of Country of Brand and Country of Manufacturing in Consumer Product Evaluation

Jashim Uddin, Shehely Parvin, Md. Lutfur Rahman

Abstract


Bangladesh, a developing country, has significant import dependence since its inception. This study attempted to
identify the factors influencing significance of country of brand and country of manufacturing in consumer
product evaluation. Two models, one for country of brand and another for country of manufacturing tested in this
study. Regression models for country of brand and country of manufacturing demonstrate statistical significance
with R2 value of .970 and .935 respectively. The determinants posed statistically significant influence for country
of brand are technological superiority, price level, reliability, performance, and durability; while significant
variables influencing country of brand are price level, value for money, and aesthetical design.


Full Text: PDF DOI: 10.5539/ijbm.v8n4p65

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.