We live in a time where while purchasing a product, we can choose from a variety of different brands. Consumers no longer base their purchase decisions on the type of the products they want, but also their brands. Because of the overwhelming choice, number of factors now impact their decision, including perceived quality and brand image. The aim of the thesis was to investigate the connection between country of origin image, perceived quality, brand image and purchase intention. My main goal was to explore whether consumers still predominantly rely on the origin of the product when making purchasing decisions, or are there other, more important factors involved such as quality and brand image. The results of the quantitative analysis suggest that purchase intention indeed increases with better country of origin image, perceived quality and brand image. While it is true that the influence of the country of origin image on purchase intention is indirect and lower than that of the perceived quality and brand image, it should not be forgotten that it is the image of the country of origin that consumers rely on when forming judgements about the quality and brand image.
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