Influence Of Country Of Orgin And Purchase Intention Among Aided College Teachers With Special Reference To Automobiles In Ernakulam District

Abstract

Globalization, privatization and liberalization have opened the doors for various types of firms to do business across the globe. These firms have seized the opportunity and provided customers with different types of products and services. The firms from various countries have adopted different entry strategies for different countries as per the requirement to start their businesses in new locations. Various marketing tools which are used are product variety, superior quality, country of origin image, customization or standardization (as per the case), brand image etc. Out of all these country of origin (COO) has been one of the three extensively researched areas in the domain of International Marketing which influence the purchase intention of the customers.  The study concentrates on establishing the relationship between country of origin and purchase intention of the customers. Sample units consisted of 250 selected college teachers from Ernakulam district of Kerala. The results after testing the hypothesis state that there is a positive linear relationship between the two variables.