MOHAMMAD YOUSAF Athar Inam Abdul Sammad Taifoor Nazar

COUNTRY OF ORIGIN AS A SOURCE OF COMPETITIVE ADVANTAGE

CONTENTS Competitive Advantage Country of Origin Image of country COO stereotypes Effect on consumer Intrinsic Cues vs Extrinsic Cues Halo effect and summery construct How we can use it .........

TAIFOOR NAZAR

PRODUCT

What is the competitive advantage of small and big

guy ?

COUNTRY OF ORIGIN Invented in Designed by Manufactured in Assembled in

INVENTED IN VS. DESIGNED IN

MANUFACTURED IN VS. ASSEMBLED IN

DIFF. BETWEEN COM AND COO

BUT WHICH ONE IS COUNTRY OF ORIGIN ????

Invented in Designed in

Assembled in Manufactured in

ABDUL SAMMAD

JAPANESE CARS AND ELECTRONICS

Costly Dependab

le Reliable High tech.

FRENCH PRODUCTS• Adorable• Costly• Stylish

GERMAN CARS

CHINESE PRODUCTSIt must be cheapQuality ok ok

AMERICAN PRODUCTS• Costly

• Must be high tech

• Gorgeous

More favorable a county’s image,More prominently “MADE IN …… effect

MOHAMMAD YOUSAF

StereosTyposSolid

Impression solid impression or image about someone or somethinggood

badbest

negative

PAKISTANI CULTURE STEREOTYPES Women and men White skin means beauty

Chinese products are not dependable & average in quality

In Asia average Japanese products are rated high then US products

Japanese goods are rated favorably by consumers in all countries.

For Russians, country of origin is more important than the brand name as an indicator of quality.

Korean electronic and automobile brands are more appreciated in Asia but have not yet a strong positive country of origin effect for the rest of the world.

In China if it is western, it is demanded, even at prices three or four times higher than domestic products. 

ATHAR INAM

IMPACT ON CONSUMERIntrinsic cues

• Physical characteristics

• Like function, design, material, taste

• Not changeable

Extrinsic cues• Non-physical characteristics

• Store image, brand name, price, country of origin

• May be changeable

IMPACT ON CONSUMERIntrinsic cues• In mostly purchase decisions

Extrinsic cues• When to present social status

EFFECT OF COO

• Developing country• Brand image• Less significant to simple to produce goods• E.g. Clothes

• Developed country• Brand image• More significant to complex manufactured goods• Cars Mobile phones Laptop

HALO EFFECT VS SUMMERY CONSTRUCT• Un-familiar with product image• Take product as per country’s image

• Familiar with product image• Country image as per product information

HALO

HOW WE CAN USE IT• Use of phrase ‘made in ……’

• Use of quality and origin labels

• COO attach in company name

• Use of COO language

• Use of famous peoples from COO

• Use of COO flags and symbols

• Use of famous buildings and places of COO

CONCLUSION

ONE MORE THING……