How do marketers influence country-of-origin effects

2. The country-of-origin effect (COE), also known as
the made-in-image and the nationality bias, is a
psychological effect describing how consumers’
attitudes, perceptions and purchasing decisions are
influenced by products’ country of origin labelling.

3. New Zealand developed Concerted
marketing programs both to sell its
products outside the country, via its New
Zealand Way program
and to attract tourists by showing
the dramatic landscapes featured in
The Lord of The Rings film trilogy.

4. Building Country Images

5. Consumer Perception of Country of Origin
People are often ethnocentric and favorably predisposed to their own
country’s products unless they come from a less developed country

7. The more favorable a country’s image, the more
predominantly the “Made in…” label should be displayed

9. The impact of country of origin varies with the type of product. Consumers
want to know where the car was made, but not the lubricating oil.
Certain countries enjoy a reputation for certain goods and services : Japan for
automobiles and consumer electronics; France for wines.
Sometimes country-of-origin perception can encompass an entire country’s
products.
In one study, Chinese consumers in Hong Kong perceived U.S. products as
prestigious, Japanese products as innovative and Chinese products as cheap.

11. Marketers must look at country-of-origin perception from both a
domestic and a foreign perspective
In the domestic market, these perceptions may stir consumers’
patriotic notions or remind them of their past.
Patriotic appeals underlie marketing strategies all over the world,
but they can lack uniqueness and even be overused, especially in
economic or political crises.

13. Credits :
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Jctjapan.wordpress.com
www.essaywow.com