How do marketers influence country-of-origin effects?

1. TAPPINGINTO
GLOBAL
MARKETS
By
Prateek Rout
NIT Rourkela

2. How do
marketers
influence
country-of-
origin
effects?

4. Country-of-origin
perceptions are the
mental associations and
beliefs triggered by a
country

5. CARS JAPAN

6. Countries are being
marketed like any other
brand

7. New ZealandWay
Program

8. Consumer Perceptions
Ethnocentric about their country’s products

9. Consumer Perceptions
 More favorable a country’s image, more prominently the
“Made in ….” label is displayed.

10. Consumer Perceptions
 Impact of country of origin varies with the type of
products.

11. Consumer Perceptions
 Certain countries enjoy the reputation for
certain goods and services.

12. Marketers must look at
country-of-origin
perceptions from both
domestic and foreign
perspective