The effect Country of Origin of Parts, Design and Brand language on Attitude and Perceived Price with a Survey Experiment Approach in the Home Appliance Industry

Document Type : Original Article

Authors

1 associate Associate Professor., Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran,Iran

2 Master of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

3 PhD student in Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

Abstract

One of the important factors affecting consumer behavior is the country of origin of the product. This component is actually composed of several different dimensions, including the country of origin of the parts and the country of design. On the other hand, language represents the country from which that language originated. The purpose of this study was to investigate the effects of country of origin and brand name dimensions on attitude and perceived prices on 296 scenario-based questionnaires distributed among women present in home appliances stores in Amin-Hozoor- Bazar in Tehran Then, sing general linear modeling (GLM), results showed that respondents' attitudes toward the vacuum cleaner product were directly related to the country of origin of parts and design. if country of origin of design and parts is South Korea, attitude is more positive than when the country of origin of design and parts is Iran. The country of origin of design also has a direct effect on the perceived price of the vacuum cleaner product. Similarly, the two variables of country of origin of design and parts simultaneously have a direct effect on perceived price; If the country of design of the vacuum cleaner is Iran, then if the country where the parts are produced is also Iran, that vacuum cleaner is considered more expensive than the vacuum cleaner produced in South Korea, and vice versa. There was also no significant relationship between brand name language and research dependent variables namely attitude and Perceived price

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References

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History

  • Receive Date: 21 November 2020
  • Revise Date: 04 January 2021
  • Accept Date: 05 January 2021

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