Abstract
The article analyzes the influence of country of origin and the critical function country of origin plays in consumers' automobile purchase decisions. Primary data were collected through a survey from a sample of 940 users of cars across Saudi Arabia. Results suggest that country of origin has a significant impact on Saudi consumers in the automobile industry. The findings of this study provide useful insights to auto manufacturers serving the Saudi market in marketing-strategy development. This study makes a valuable contribution given the fact that there is a dearth of empirical studies of this nature focusing on Saudi Arabia.
| Original language | English |
|---|---|
| Pages (from-to) | 245-257 |
| Number of pages | 13 |
| Journal | Journal of International Consumer Marketing |
| Volume | 22 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jul 2010 |
Bibliographical note
Funding Information:The authors acknowledge the financial and facilities support received by King Fahd University of Petroleum and Minerals, Saudi Arabia, in completion of this research.
Keywords
- Automobiles
- Consumer behavior
- Country of origin
- Product image
- Saudi Arabia
ASJC Scopus subject areas
- Management Information Systems
- Marketing