Consumer Behaviour on the Impact of Country of Origin

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Tittle: The Impact of Origin Country on Consumer Decision Making in Order to Address Alberto’s Questions and Concerns.

Author: Sendy Thahir, Julia Felicia & Florensia

Year: 2009

Executive Summary

This report purpose are to conduct secondary research and search the library data bases for articles regarding the impact of country origin on consumer decision making in order to address Alberto’s questions and concerns. In the body of this report analyze the three Alberto’s Question that has become the main issues on this report. They are: first, how important is the country of origin to consumer's comprehension of designer’s product; second, how could the knowledge that the product is made in china potentially harm or enhance the brand; and third, were the label ‘made in Italy’ impacts on a consumer’s decision to purchase a designer handbag.

In investigating Alberto’s question, team of consumer research investigate has searched, solved, and create the best answer in evaluate for the success of the company for the future if Alberto’s company decide to open branch or moving production to China.

Some supporting theories from textbooks, journals and information from internet are included in process of analyzing those three main questions. Some conclusions and recommendation also include for the future use of this company such as: Economic, political, Legal framework and national culture are the situation that need to be investigate before decide to move production or open branch to other country. Quality control, price, competitor and trend also the essential one.