Colombian consumers’ evaluation of foreign goods: The country of origin effect

Abstract

The country-of-origin effect has been identified as an important variableused by global marketers as an influence factor on the evaluation of productsby consumers. This study examines the effect of country-of-origin of certainproducts manufactured in 6 different countries and the perception of Colombianconsumers referring to 8 attributes of those products. The study focuseson the evaluation of foreign products and the extraction of informationfrom the different perceptions regarding categories and assigned attributes,from a weighting, the Colombian customer himself.