Zambian Consumers and the Country-of-Origin Effect

Since increase in exportsis highlybeneficial for the economic development and growth of a country, this research exposes the negative effects of a brand’s country-of-origin on consumer purchase intention in developing countries, it exposes how a brand’s country- of-origin in developing countries influences local consumers to purchase imported brands more than local brands. Through the use of a quantitative research method, this research is based on data collected from a sample size of 600 that was analyzed in SPSS. The findings shows that country-of-origin influences the purchase of local and imported FMCGs in Zambia, but its effects are much stronger towards the purchase of imported goods than local goods.…