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Bimonthly Since 1986 |
ISSN 1004-9037
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Publication Details |
Edited by: Editorial Board of Journal of Data Acquisition and Processing
P.O. Box 2704, Beijing 100190, P.R. China
Sponsored by: Institute of Computing Technology, CAS & China Computer Federation
Undertaken by: Institute of Computing Technology, CAS
Published by: SCIENCE PRESS, BEIJING, CHINA
Distributed by:
China: All Local Post Offices
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Abstract
This study aims to examine the importance of country-of-origin image on consumers’ buying behaviour in Nigerian hypermarkets. The study considers information search, evaluation of alternatives, purchase decision and post-purchase decisions as factors of consumers’ buying behaviour. The study applied structural equation modelling to draw the path analysis for the relationship being investigated. A total of 1272 responses were gathered through online survey. Findings from the study indicate that country of origin image has positive and significant influence on how consumers search for information about a product, evaluate products and decide on alternatives, make purchases and define their post-purchase behaviour. This suggests that Nigerian hypermarkets should be conscious of countries where their products are imported from, as importing from countries with positive image will likely enhance and sustain their performance.
Keyword
Buyer, Behaviour, Consumer, Country of Origin, Image, Product, Purchase
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