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

Abstract

The country-of-origin effect has been identified as an important variable

used by global marketers as an influence factor on the evaluation of products

by consumers. This study examines the effect of country-of-origin of certain

products manufactured in 6 different countries and the perception of Colombian

consumers referring to 8 attributes of those products. The study focuses

on the evaluation of foreign products and the extraction of information

from the different perceptions regarding categories and assigned attributes,

from a weighting, the Colombian customer himself.