The Country-of-Origin effect and its influence on consumer attitudes and convenience product consideration in Durban, South Africa

Abstract

County of origin studies have analysed the influence of the origins of a product on consumer attitudes. In the same context, the categorisation both domestic and foreign products into sets for selection possess the potential for research especially within the convenience product category. The literature suggests that the country of origin effect will mean that South African consumers would prefer local over foreign convenience products. Consequently, a cross-sectional descriptive survey was conducted within Durban, South Africa using a research instrument developed from preceding attitudinal studies. 476 useable questionnaires were obtained for the purpose of the study and a presentation of the results obtained was provided. Data was analysed using SPSS 21.0. A Wilcoxon Signed Ranks Test was conducted to measure consideration. The Pearson’s chi-square test was used to test for the existence of variances within the responses provided by the respondents. The results showed the existence of a weak positive effect on attitudes and consideration for foreign products among South African citizens. Theoretical and practical implications of the study are presented with the provision of suggestions regarding future research.