Jashim Khan, Na Zuo, Gary Rivers


Country of Origin (COO) sits along with marketing mix factor in the global market place. Given the im­portance of COO, studies have touched the field of COO effects, though studies pertaining to alco­ho­lic beve­rage purchase behavior, particularly in the New Zealand remains limited. This study explores the potential im­pact of demographics on the magnitude of Country of Origin effects for two lager beer pro­ducts. The data was collected via survey format from 211 respondents living in Auckland, New Zea­land. The results from this study suggest that older consumers are more dependent upon the country of ori­gin information when evaluating a pro­duct and, particularly when presented with unfamiliar brands, they tend to perceive imported lager beer as being of hi­gher qu­al­i­ty, more trendy and more value for mo­ney. Also customer perceptions differ based on the cus­tomer’s socio-economic status. Middle income cus­­tomers are more likely to have favorable opinions about imported products, whereas, lower and higher income customers tend to have weaker views on this issue.



Country-of-origin, lager beer, demographics, New Zealand.

Full Text:



Al-hammad, A.A. (1988). A study of the Saudi Arabian market for selected imported manufactured goodsan economic cultural and attitudinal analysis with particular references to UK suppliers. PhD thesis, University of Bradford, UK. [CrossRef]

Balabanis, G. & Siamagka, N. T. (2017). Inconsistencies in the behavioral effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Market-ing Review, 34(2). [CrossRef]

Brodie, R. J. & Benson Rea, M. (2016). Country of origin branding: An integrative perspective. Journal of Product & Brand Management, 25(4), 322–336. [CrossRef]

Chao, P. & Rajendran, K. N. (1993). Consumer profiles and perceptions: Country of origin effects. International Marketing Review, 10(2), 22–40. [CrossRef]

Dornoff, R., Tankersley, C., & White, G. (1974). Con-sumers’ perceptions of imports. Akron Business and Economic Review, 5(Summer), 26–29. [CrossRef]

Dzever, S. & Quester, P. (1999). Country of origin effects on purchasing agents’ product perceptions: An Australian perspective. Industrial Marketing Management, 28(2), 165–175. [CrossRef]

Euromonitor. (2017). Alcoholic drinks in New Zealand/country report / Jan 2016. Retrieved 10 May, 2017 from [CrossRef]

Greer, T. V. (1971). British purchasing agents and European economic community: Some empirical evidence on international industrial perceptions. Journal of Purchasing, 7(2), 56–63. [CrossRef]

Heslop, L.A. & Wall, M. (1985). Differences between men and women in the country of origin product images. Administrative sciences association of Canada proceeding. Montreal, Canada, 148–158. [CrossRef]

Insch, G. S. & McBride, J. B. (2004). the impact of country of origin cues on consumer perceptions of product quality: A binational test of the decomposed country of origin construct. Journal of Business Research, 57(3), 256–265. [CrossRef]

Krishnakumar, P. (1974). An exploratory study of influence of country of origin on the product image of persons from selected countries. PhD dissertation, University of Florida. [CrossRef]

Liu, S. S. & Johnson, K. F. (2005). Country of origin effects on brand judgments. Journal of Advertising, 34(1), 87–97. [CrossRef]

New Zealand Census. (2001). 2001 Census of popu-lation and dwellings statistics New Zealand, 2001. Retrieved from 283&stype=1&s na me=Population. [CrossRef]

Niffenegger, P., White, J., & Marmet, G. (1980). How British retail managers view French and American products. European Journal of Marketing, 14(8), 493–498. [CrossRef]

Ozden, K. & Maksudunov, A. (2012). The importance of country of origin on purchasing durable consumer goods: In case of Kyrgyzstan. American International Journal of Contemporary Research, 2(2), 143–148. [CrossRef]

Schaefer, A. (1997). Do demographics have an impact on country of origin effects? Journal of Marketing Management, 13(8), 813–834. [CrossRef]

Schooler, R. D. (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 2(1), 71–80. [CrossRef]


The Journal is published by Faculty of Economics, Department of Management - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

web stats
View My Stats