Country of Origin Effects on Brand Image and Social Status in an Emerging Market

Research suggests that country of origin (COO) information serves as a cue from which consumers make influences about product and product attributes. The COO cue triggers a global evaluation of quality, performance or specific product attributes. Consumers inter attributes to the product based on country stereotype and experiences with products from that country. As consumer demand for products in developed countries is reaching the saturation point, companies are looking for new consumers with a strong purchasing power elsewhere. Clearly, through undertaking consumers' differences, companies can better position their product in the marketplace. Hence this research will look at COO effects with respect to price, quality, brand effect and social status to determine elite consumers buying behavior in an emerging market and will provide better understanding and insights into the emerging segments of elite consumers in India.