Global Marketing (Part 1): Country of Origin and International Market

This report provides an in-depth analysis of global marketing, focusing on the crucial role and effects of the country of origin (COO). It examines how COO influences consumer behavior, brand image, and purchase decisions within the context of the UK market. The report discusses the implications of COO in international markets, including its impact on demand, supply, brand image, and competitive advantage. The analysis covers various aspects, such as the perception of customers towards products from their origin country, the impact of COO on consumer stereotypes, and the importance of COO in international marketing strategies. The report concludes by summarizing the key findings and emphasizing the significance of COO in the global market landscape. It also examines the effect of country of origin on consumers, analyzing their attitudes and perceptions towards products and services based on their origin.

GLOBAL
MARKETING
(PART - 1)

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Role and effect of country of origin.......................................................................................1
Implications of country of origin in international market......................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Global marketing is defined as a process of planning, producing, placing and promoting a
business' products or service in the world wide market (Abdul-Talib and Abd-Razak, 2013) . A
proper global marketing has the ability to catapult a company to next level, if they do it correctly.
There are applying different strategy as per the region where company is dealing. Most of the
country has proved that they will be an important extrinsic cue in order to employed by global
marketers to analysis the impact of consumer product as well as purchase decision. This report
contains the study about the roles and effects of global marketing in reference to UK market and
different implications of country of origin in international market.
MAIN BODY
Role and effect of country of origin
Country of origin is considered as the country of manufacture, production or growth where an
article or product comes from. There are are various rules of origin under which multiple
national laws and international treaties. Country of origin is also refers as a country where
products that are shipped were produced. In contrary the country of origin is recognised the same
as the country of departure. Country of origin plays vital role in developing operations and
functions of an organisation at vital scale. COO (Country of Origin) is determined as an
international term which indicates a product is manufactured, produced, processed or grown. The
potential benefit of country of origin in that products and services are available in variety and
this could help the customers in selecting the most suitable good for satisfying their needs and
wants (Role of country of origin, 2019).
Country of origin plays effective role in developing the purchase decision of customers in
regards to the products and services, thus origin country is effective in providing more relevant
facilities to their customers than the other organisations. In this modern business environment
competition is on its peak and organisations are widely concern on satisfying the needs and
wants of customers within the commercial centre in respect to sustain them for long run of
business operations. At the time, When products are evaluated through diverse origin, buyers can
focused towards the image and reputation of an organisation from the country of origin as a
signal that will help them in their purchase decision-making process. However, when buyers
experience trouble in attaining all of the applicable data that are concerning towards the true
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attributes of the goods that are in the priority of list to customers to make purchase decision,
they can draw on reputation of Country Of origin firms to analyse products from that country,
understood as a signal that summarises the quality characteristics of the goods and services of an
organisation from an emerging COO.
The role of country of origin mainly related to products and their collection (Varey and
Pirson, 2013). The importance of this that it can help in decision making process in three
different categories of the product these are – high risk and high level of consumer engagement
regarding to process of purchasing (car). For an example: In the food industry, Now a day's
people are very much concern about the quality of product rather than the quantity and people
believes that an organisation provides more effective and highly qualitative products from their
origin country thus, the in COO the chances of error are less. In simple terms country of origin is
mainly defines to country in which the goods has been formed or in another words it can also
refers as the country to which a particular product belongs to and known with. Country of origin
is generally pointed out by the term of “made in ...” description the use of these labels can
helpful in tracing back the products which may influences the decision of customers in regards to
a specific product.
The effect of the country of origin on consumers
The country of origin has a huge impact over the customers, thus in today's competitive
business environment, global marketing is growing at rapid basis or the perception of customers
towards a products and services has also changed. The changed or new perception of customers
might results in moving towards favourable or unfavourable dimensions. Country of origin
significantly affect the attitude and perception of customers, thus buying products for COO is
effective for the development of country rather than the export products (Country of origin effect,
2019). Customers are the key consideration of market, thus in the context of international market
customers are recognised as the primary source of achieving success, thus in this modern
business environment competition level in each industry is high and the organisations which
operates at international level are concern on satisfying the needs and wants of people within the
commercial centre in respect to attaining higher growth and success within the market. The
perception of people are different from each other, thus the perception of customers are emphasis
on that the product from origin country is more effective than the exporters. However country of
origin has positive impact over the thinking and perception of customers. Due to high
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competition in market customers are more liable towards the products which are originated from
the country of origin because COO is effective in providing highly qualitative and quantitative
products to the customers.
Therefore, the country of origin can show effect to become more important driver in
consumer purchase intentions. There are marked two dimensions regarding to country of origin
that is performance equality, namely and performance equality (Effect of country of origin.
2010). People are mainly preferring to buying goods and services from its origin, thus origin
countries are more liable in producing products within analysing the needs and wants of
customers within the market place. The manufacturing department of the origin country has
known from the culture and the changing perception of customers, so they are more active in
producing effective products that are suitable in fulfilling the desires of customers at market
place.
It is mainly affected to buyer behaviour regarding to national products and services.
Many consumers have different perspective because they do no think where product produce.
Other consumer has been favoured to produced products in their home country (Malhotra, Wu
and Whitelock, 2013). Country of origin related to the nation where a product is produced and
famous as branded. When customer can focus on the products that time COO react as negatively
and positively manner. For example people are prefer to consume food products in different
variety and tastes but they are mainly concern over the country of origin in respect to attaining
effective services and better taste.
The concepts of country of origin was refers as a “Made in”country. It was the country
that appeared on 'made in' label, that will usually be the country where last products
accumulation take place. This is considered as an influence which manufacturer nation have
upon the client judgements. For example: Various individuals prefer cars that manufacture in
Japan but would be less upbeat regarding cars made in Russia. Such attitudes raise due to clients
hold specific image about that particular countries.
Implications of country of origin in international market
Country of origin refers to the actions which are taken by marketers and consumers in
associating brand with countries in order to make buying decision on the country of origin of the
product. From a conceptual point of view it is particularly important to underline that the notion
of “country of origin” is by no means plain and uni vocal. Additionally, the concept of country of
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origin was considered as the made in country of the country manufactured. This was the country
which happen on the made in label which would broadly be the country where final construction
of the good took spot. Studies have shown that consumers tend to have a stereotype about
product and countries which are influenced either positively or negatively according to
perception of customers (Implication of country of origin, 2019).
It has been recovered that country of origin show impact on the manufacturing country
has on positive and negative consumer judgement. In international market, different types of
companies are registered and they are dealing in effective manner so country of origin effect
them and show tag lines .
In today's world consumers tend to compare the quality of product or service rendered in order to
avail maximum satisfaction. They think that when a product is from a developed country is of
higher quality that that of product of less developed country, they have this perception. AS
consumers tend to have various serotypes about a product by experiencing and myth. These
stereotypes are generally broad and vague for judging a country and product on this basis. So it
can be said that the country, the type of product, and its image plays a crucial role in deciding in
endangering the positive and negative impact of country of origin.
In contemporary world, most of the companies came to realize the importance of country
of origin impact and started to provide importance due to strategizing their international
marketing plans (Winit and et.al, 2014). Impact of country of origin in an International market:
 Demand and supply difficulties : Country of origin in international market can effect
demand and supply of customers. As it is very difficult for the company and employees
to satisfy the demand in case of unavailability of product.
 Expansion of business of local supplier : In international market when there is
unavailability of the product from different country, then it will help in expanding the
business of local suppliers of different brand same product, as the customer will have no
other choice in urgency.
 Improved brand image : When a product becomes international, it has a huge impact on
its brand as now the brand will be recognised by the whole world if it offers effective
usage and services.
As a negative effect it can create competitive advantage in some countries due to which
conflicts arise regarding their products. It is not good for international market because many
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companies are coming there and creating relation with each other but as a product demand
origin disputes and they were talking like enemy (Katsikeas and et. al., 2016). Due to
globalisation there is consumer can select best variety of customer which is decisive from
marketing perspectives and understand consumer based regarding to purchase decision
Moreover, global companies that operates at international level, currently are
manipulating brand names in respect to suggest particular origins (country of brand (COB)
effect). However the Country of Origin is progressively reasoned as that country which
consumers typically associate with a product or brand, irrespective of where it is actually
manufactured. People are mainly consider the origin country in respect to receiving better
services and products facilities.
CONCLUSION
As per the mentioned report it has been concluded that country of origin important part of
international market where different countries are coming to sale out their products in specific
manner. There are find out different types of customer who can purchase on the basis of products
quality and some prefer to made in home country. Country of origin can play different role
according to different products and their categories. It can affect to consumer decision and
implicate in international market in positive and negative manner.
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REFERENCES
Books and Journals
Abdul-Talib, A. N. and Abd-Razak, I. S., 2013. Cultivating export market oriented behavior in
halal marketing: Addressing the issues and challenges in going global. Journal of
Islamic Marketing. 4(2). pp.187-197.
Varey, R. and Pirson, M. eds., 2013. Humanistic marketing. Springer.
Manjunatha, A.V., Shruthy, M.G. and Ramachandra, V.A., 2013. Global marketing systems in
the dairy sector: A comparison of selected countries. Indian Journal of Marketing.
43(10). pp.5-15.
Malhotra, N. K., Wu, L. and Whitelock, J., 2013. An updated overview of research published in
the International Marketing Review: 1983 to 2011. International Marketing Review.
30(1). pp.7-20.
Winit, W. and et.al, 2014. Global vs local brands: how home country bias and price differences
impact brand evaluations. International Marketing Review. 31(2). pp.102-128.
Katsikeas, C. S. And et.al, 2016. Assessing performance outcomes in marketing. Journal of
Marketing. 80(2). pp.1-20.
Online
Effect of country of origin. 2019. [Online]. Available Through:
<https://www.sciencedirect.com/science/article/pii/S2212567115003834>
Role of country of origin. 2019. [Online]. Available Through:
<https://www.sciencedirect.com/science/article/abs/pii/S1057740808800046>
Implication of country of origin. 2019. [Online]. Available Through:
<https://www.emeraldinsight.com/doi/abs/10.1108/IMR-03-2015-0073>
Country of origin effect. 2019. [Online]. Available Through:
<https://www.shippingsolutions.com/blog/should-you-care-about-country-of-origin-
impact>
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