The effect of country of origin on consumer behavior in Nairobi, Kenya
James Ngugi Njuguna
Broschiertes Buch

The effect of country of origin on consumer behavior in Nairobi, Kenya

The Influence of Clothing Origin on Consumer Choice

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The country-of-origin (COO) concept refers to the country where a particular product is made and is anchored on the international marketing theory. The broad objective of this pioneering study was to determine the effect of COO, consumer characteristics and attitudes on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. The results established that country-of-origin influences consumer behaviour towards foreign clothing brands and that there was a significant association among the two. The findings also revealed that consumer characteristics directly influence consumer behav...