Imact of the country of origin of ayurvedic to electronic product on consumer purchase behaviour

Abstract

Customers make a decision based on certain information available to them. One such information which plays an important role is product origin. Research on the effects of Country of Origin (CO) is helpful for companies forming marketing strategies entering into a newer market. CO helps in signaling to the consumers relating to the quality, reliability, performance, etc. E-Commerce companies like amazon have made available electronic products such as mobiles from different countries to the consumers easily. Companies like Patanjali and Himalaya have made their presence significantly in the past few years with the ayurvedic products. The main objectives of the research are to study the impact of the country of origin on different products in Ayurvedic and Electronic categories and to determine changes in consumer preferences based on them. It is also important to understand the country’s norms along with CO to make a better decision. Does the CO effect vary with the product category that has to be found out?