The country of origin dimensions

Abstract

Nowadays, globalization has allowed consumers to reach out to the products from the locations where they have never been able to before. Transportation and telecommunication have made it easier for them to find something they want from somewhere they prefer. This paper, therefore, focuses on consumer behavior and their decision making process towards products’ country of origin to understand whether country of origin matters to them and at which level. The purpose of this paper is to synthesize country of origin researches in the last decade. The literature will be focusing on 3 main parts, which are the review on the design of country-of-origin research, the effects of country of origin and the effects of country of origin of automobiles on Thai consumers. The writers have obtained data and information from previous researches on consumer behaviors towards country of origin from different parts  around the world to review and use as a guideline for the concept of this literature in the first two parts. However, the last part of this paper focuses more on consumers in Thailand in relation to their decision making process based on the impact of country of origin in automobile industry. From the study, the result has shown that country of origin affects decision making process of consumers regardless of consumers’ nationality, especially on products that require high quality perception such as automobile.