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YE4A Kara Chen 110110013

The effect of country of origin on consumer's purchasing intention: A case study of instant noodles. YE4A Kara Chen 110110013. Introduction. Motivation Globalization No particular researches of Country of Origin (COO) which aim on Taiwan Case study - instant noodles

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YE4A Kara Chen 110110013

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  1. The effect of country of origin on consumer's purchasing intention:A case study of instant noodles YE4A Kara Chen 110110013

  2. Introduction • Motivation • Globalization • No particular researches of Country of Origin (COO) which aim on Taiwan • Case study - instant noodles • 1967 : The manufacturing technology of instant noodles was introduced

  3. Subject • the Taiwanese college students and university students • Research questions • Do Taiwanese college students and universities students care about COO of instant noodles which they purchase? • Is the country image of COO the reason which effects their buying decisions?

  4. Literature review • Purchase intention? “The person’s motivation in the sense of his or her intention to perform behavior.” - Rezvani, et al’s (2012) • COO? COO as an overall perception of a country - Nagashima (1977)

  5. Purchase intention and COO COO is considered a parameter which can affect consumers’ evaluation and purchase intention. - Kaynak and Kara (2002) • Country image (CI) “country image of COO is a significant factor to impact consumers’ perception on product quality and purchase intention.” - Liefeld (1993)

  6. Theoretical Framework study of Bursi, et al (2012)

  7. Methodology • Quantitative method • Instrumentation • Online questionnaire • Data analysis • SPSS • frequency analysis+ correlation+ Cronbach’sAlpha+cross-tabulations • Subjects • 110 participants

  8. Results and Discussion participants’ attention to COO

  9. Interesting finding 1: • 65.5 % : not look for COO • 47.3 % : COO is neutral. • Near half: COO would affect buying decision

  10. Correlation between consumers’ attention and buying decision

  11. Consumers’ perceptions of 5 countries CI PCI CRPI

  12. influence of COO on purchasing intention of the students

  13. Interesting finding 2: • Image of Korea > Taiwan • More participants would be willing to buy Taiwanese instant noodles

  14. Conclusion • COO would influence buying decision of Taiwanese colleges and universities students if they will check COO. • Consumers like to buy the products from the countries which have great image.

  15. THANK YOU!

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