Albanian Consumer Perception of Domestically Produced Goods: The Impact of Country of Origin and Consumer Ethnocentrism ()
ABSTRACT
Nowadays, the rapid development of technology has revolutionized global
business. These changes in computer and communication technologies have made it
possible for businesses to directly reach customers anywhere in the world.
Therefore, economies of many countries are based on international trade. The traditional
way of dealing with costumers, markets and workplaces is not enough for today’s
institutions and business organizations to succeed in this century. The purpose
of this research is testing the effect of country of origin (COO) on Albanian
consumers purchasing preferences and to measure consumer ethnocentrism in
Albanian market. This study tried to investigate the influence of COO and
consumer ethnocentrism in a multi-dimensional context, taking the consideration
for the effect of different factors such as price, brand cues and costumer
experience in purchase decision of good in Albanian market. The hypotheses are
examined with data assembled from 278 Albanian consumers. There were four
product preferences attributes in survey questionnaire: product origin, brands, consumer experience and
price. As result of study, the effect of ethnocentrism was found as important
factor that affects Albanian consumer’s product evaluations and their purchase
intentions. In addition, in Albanian marketplace, country of origin has great
impact regarding the evaluations of foreign goods.
Share and Cite:
Brucaj, S. (2020) Albanian Consumer Perception of Domestically Produced Goods: The Impact of Country of Origin and Consumer Ethnocentrism.
Open Journal of Business and Management,
8, 2545-2558. doi:
10.4236/ojbm.2020.86158.