Word Files
Reference for Downloading Educational Files
  2. Management
  3. Investigating the Iranian consumer's attitude towards the "country of manufacture" in the clothing industry

Investigating the Iranian consumer's attitude towards the "country of manufacture" in the clothing industry

Number of pages: 179 File Format: word File Code: 30861
Year: 2011 University Degree: Master's degree Category: Management
Tags/Keywords: Consumer attitude - Country of manufacture - Marketing - Marketing management
  • Part of the Content
  • Contents & Resources

  • Summary of Investigating the Iranian consumer's attitude towards the "country of manufacture" in the clothing industry

    Dissertation for Master's degree

    In the field of business management, international business orientation

    Abstract

    In this study, we have tried to describe the attitude of consumers towards the country of manufacture in Iran's clothing industry. For this purpose, the attitude of Iranian consumers towards the clothes made in the three countries of Iran, Türkiye and China has been compared. Our attempt in this study was to create a balance and harmony between conceptualizing and applying the dimensions of the subject. In this regard, by using a structured questionnaire, necessary information was collected from 216 people from our available sample, that is, Tehrani consumers, and by using statistical methods such as t-test and repeated measures, the necessary analyzes were performed. The findings of this research show that Iranian consumers have a positive attitude towards Turkish clothing compared to clothing from Iran and China. In fact, the attitude of this category of consumers towards Iranian and Chinese clothing is not positive, but they consider Iranian clothing better than Chinese clothing. In addition, it was observed in more studies that Iranian consumers have a high level of nationalism towards the clothes made in their country. The solution of our activists in the clothing industry is to create appropriate beliefs, positive feelings and the desire to buy clothes made in Iran. This is not a difficult task considering the existence of nationalism among domestic consumers.

    Key words: marketing management, consumer attitude, country of manufacture [1]

    1] Country of Origin (COO)

    Today, with the removal of trade barriers between countries and the spread of network mechanisms, we have witnessed the emergence of the phenomenon of globalization at the level of international trade, which in a sense means the creation of large multinational companies and the confrontation of consumers with We are the products of these companies. As a result, consumers, due to facing a large volume of products made in different countries of the world, are forced to simplify and make sure their purchase decision by using some important information sources and signs. One of these information signs is the name of the country of the product manufacturer, which is known as "Made in..." in the marketing literature. In other words, only the name of the country where a product is made can have a significant effect on the acceptability or non-acceptance of that product. Also, international producers are well aware that one of the distinguishing features of products in the field of competition is the country where those products are manufactured, and therefore they exercise the necessary care in choosing the place of production or assembly of their products. Today, this important phenomenon is called the "country of manufacture" effect [1] or COO for short. Paying attention to the topic of COO in most of the consumer behavior books is proof of the special luck of the authors of this field.

    Therefore, according to the said content, we should also try to make the necessary use of this topic and extract its practical points for consumers and domestic producers. Because our consumers and producers are not exempted from this rule and should be familiar with the different dimensions of this issue. For this purpose, in this study, we have tried to open our eyes to new windows from this point of view. More details of these efforts are given below.

    1-1- Importance of the issue

    The issue of country of manufacture (COO) is one of the important issues in the field of consumer behavior today, which all theorists in this field have generally addressed and analyzed its various dimensions. To the extent that this issue has been the most studied aspect in the field of international consumer behavior (Tan & Farley 1987. In fact, the issue of the country of manufacture has attracted a lot of attention in recent decades, and it is expected that due to the continuous process of globalization and increasing dynamics, this growth will increase.

    Many articles expressing the importance of COO effects in business publications have been published since the inception of the issue. This issue is not only attractive in the sector the consumer market, but also in the sectors of the institutional consumption market and government policies.This effect is indicative of some implicit and invisible effects, which sometimes act much stronger than the concrete and visible effects.

    Although this issue has existed since the beginning of trade and exchange in the international arena, it does not have much history to pay attention to it in a scientific and systematic way, and it is one of the current issues in this field. Many researches have been conducted in European countries, the United States, China, and Southeast Asia, most of which confirm the effect of COO on consumer behavior.  This research shows that COO is an important information indicator that is not only of interest to businesses, in order to improve their competitiveness, but also interesting to government policy makers who have the same concerns at the national level. Therefore, how COO affects the evaluation and intention to purchase products, as well as the relative power of COO compared to other information signs, have become topics of interest to activists and researchers in the field of international marketing, so that this information can be useful in prescribing more effective strategies for companies. The reasoning behind this fact is the expansion of global markets to more countries and the availability of foreign goods in most national markets. This has made it possible for companies to produce their products all over the world, and where the product is produced may affect the consumer's perception of the quality of that product. Therefore, many studies prove that consumers around the world use COO as an influential factor in product evaluation.  But unfortunately, until now, this topic has not been paid the attention of the researchers of our country as it should be. Therefore, in this study, we tried to discuss and investigate the dimensions of this issue and from a specific point of view, to examine the country's consumption in this field. Therefore, considering the import of a major part of the country's consumer clothing, as well as the significant impact it has on the performance of economic and cultural components, the subject of this research is of double importance. In fact, by finding the effective components on improving the name of Iranian clothing and expanding its scope of consumption, it is possible to achieve desirable economic goals and be successful in improving national brand names. Meanwhile, according to the announcement of the Iranian Textile and Leather Exporters Union in 2013, the capacity of this market inside the country was about 12 billion dollars, and a high percentage of this amount is smuggled into the country.  

    1-2- Statement of the problem

    The field of re-evaluation issues is very wide and it is not possible to examine all these issues under a single title and in a common framework. Hunt [2] (2002) has presented a comprehensive model in this context, in which the nature of the domain of marketing issues is expressed. This model, which is known as the model of bifurcations [3], has classified all marketing issues into three two-branch divisions:

    -

    -

    -

    The distinction of the first two branches is whether or not the organizations or institutions in question are profit-oriented. In micro/macro branches, individual units (companies and households) are separated from units at higher levels and with a larger volume of connectivity. In the last two branches, everything that indicates the dos and don'ts is included in the scope of prescriptive issues, and what seeks to explain and predict marketing activities is considered as proof marketing. In total, the combination of these bifurcations creates eight different modes in which any marketing issue can be placed in one of these categories. Therefore, according to the approach of three bifurcations, the problem we studied in this research is in the category of profitable/macro/proof problems:

    -

    -

    -

    Now that the nature of the territory of the problem we studied in this research has been clarified, we will express the research problem more specifically and clearly.

    Today, researchers in the field Consumer behavior faces the basic question of whether the country where the product is made affects the evaluation and choice of the product by the consumer or not? In fact, the mentioned question expresses the problem that has become the cornerstone of the literature on the country of construction or COO. In this field, many studies have been conducted in different parts of the world and researchers have reached valuable results. In recent years, some limited studies in this field have been conducted inside the country.

  • Contents & References of Investigating the Iranian consumer's attitude towards the "country of manufacture" in the clothing industry

    List:

    Table of Contents

    Chapter 1: General 1

    1-1- Introduction. 2

    1-2- The importance of the subject. 3

    1-3- statement of the problem. 4

    1-4- research objectives. 6

    1-5- Research questions and hypotheses. 6

    1-6- Conceptual definitions of variables 7

    Chapter 2: Research literature 9

    2-1- Introduction. 10

    2-2- Emerging challenges. 11

    2-3- Marketing management and consumer behavior. 12

    2-3-2- consumer behavior. 15

    2-3-3- Approaches to study consumer behavior. 17

    2-3-4- Factors affecting consumer behavior. 19

    2-4- Attitude. 20

    2-4-1- Definition of attitude. 21

    2-4-2- Functions of attitude. 23

    2-4-3- components of attitude. 25

    2-4-4- structural models of attitude. 30

    2-4-5- Attitude formation. 33

    2-4-6- change of attitude. 37

    2-4-7- attitude related to beliefs and behavior. 40

    2-5- Country of manufacture. 42

    2-5-1- COO effect, halo or summary. 46

    2-5-2- COO components. 47

    2-5-3- Scope of definitions. 48

    2-5-4- a structure suitable for studying the effects of COO. 51

    2-5-5- Conceptualizing COO in the framework of attitude theory. 52

    2-5-6- Expansion of the three-part perspective to COO effects. 61

    2-5-7- An overview of conceptual models of the country's image. 64

    2-5-8- Issues in operationalizing the country-product image (PCI). 66

    2-5-9- Attitude towards the product. 68

    2-5-10- Modulating variables of COO effects. 72

    2-5-11- A look at the studies done. 78

    Chapter 3: Research method 84

    3-1- Introduction. 85

    3-2- Conceptual model and hypotheses 85

    3-3- An overview of the research plan. 88

    3-4- Statistical population. 89

    3-5- Sampling. 89

    3-6- Sample size. 90

    3-7- Research variables. 91

    3-8- Measuring tools and how to implement them. 92

    3-9- The validity of the measurement tool. 97

    3-10- Reliability of measurement tools. 97

    3-11- Statistical methods for analyzing data and testing hypotheses 99

    Chapter 4: Testing and evaluating hypotheses 102

    4-1- Introduction. 103

    4-2-Investigating the demographic variables of the research. 103

    4-3- Inferential and comparative statistics analyses. 109

    4-3-1- exploratory and confirmatory factor analysis to measure construct validity. 110

    4-3-2- Review of PCI structure for Iran. 117

    4-3-3- Review of PCI structure for Turkey. 120

    4-3-4- Review of PCI structure for China. 122

    4-3-5- Comparison of the results obtained for the countries of Iran, Türkiye and China. 124

    Chapter 5: Conclusion and suggestions 130

    5-1- Introduction. 131

    5-2- Discussion and conclusion. 132

    5-2-1- How the consumer's attitude towards the country of manufacture. 133

    5-2-2- Ranking of COO effects for the three countries of Iran, Türkiye and China. 134

    5-2-3- The role of nationalism in consumers' attitudes. 136

    5-3- Management applications. 137

    5-4- Research limitations. 140

    5-5- Guidelines for future research. 141

    Resources 142

    Appendices 156

    Source:

    Resources

    [1]

    [2]

    [3]

    [4]

    [5]

    [6]

    [7]

    [8]

    [9]

    [10]

    [11] Ahmed, S.A. & d'Astous A. (1993), Cross-national Evaluation of Made-in Concept Using Multiple Cues. European Journal of Marketing, Vol. 27, No. 7, 39-52.

    [12] Ahmed, S.A. & d'Astous A. (1995), Comparison of country-of-origin effects on household and organizational buyers' product perceptions. European Journal of Marketing, Vol. 29, No. 3, 35-51. [13] Ahmed, S.A. & d'Astous A. (1996), Country-of-Origin and Brand Effects: A Multi-Dimensional and Multi-Attribute Study. Journal of International Consumer Marketing, Vol. 9 (2), 93-115. [14] Ahmed, S.A. & d'Astous A. (1999), Product-Country Images in Canada and in the People's Republic of China. Journal of International Consumer Marketing, Vol. 11 (1), 5-22.

    [15] Ahmed, S.A. & d'Astous A. (2003), Product-Country Images in the Context of NAFTA: A Canada-Mexico Study. Journal of Global Marketing, Vol. 17 (1), 23-43. [16] Ahmed, S.A. && d'Astous A. (2004), Perceptions of countries as producers of consumer goods: A T-shirt study in China. Journal of Fashion Marketing and Management, Vol. 8 (2), 187-200.

    [17] Ahmed, S.A., d'Astous A., & El Adraoui M. (1994), Country-of-Origin Effects on Purchasing Managers' Product Perceptions. Industrial Marketing Management, 23, 323-332.

    [18] Ahmed, S.A., d'Astous A., & Lemire S. (1997), Country-of-Origin Effects in the U.S. and Canada: Implications for the Marketing of Products Made in Mexico. Journal of International Consumer Marketing, Vol. 10 (1/2), 73-92.

    [19] Ahmed, Z.U., Johnson J.P., Ling C.P., Fang T.W. & Hui A.K. (2002), Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review, Vol. 19 (3), 279-302.

    [20] Ajzen I. (2001), Nature and Operation of Attitudes. Annual Review of Psychology; 52:27-58.

    [21] Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relationship: Reasoned and automatic processes. In W. Stroebe & M. Hewstone (Eds.), European Review of Social Psychology (pp. 1-33). John Wiley & Sons.

    [22] Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.

    [23] Akaah, I.P. & Yaprak A. (1993), Assessing the Influence of Country of Origin on Product Evaluations: An Application of Conjoint Methodology. Journal of International Consumer Marketing, Vol. 5 (2), 39-53. [24] Alden, D.L. (1993), Product Trial and Country-of-Origin: An Analysis of Perceived Risk Effects. Journal of International Consumer Marketing, Vol. 6 (1), 7-26.

    [25] Allport, G. (1935), Attitudes. In a Handbook of Social Psychology, ed. C. Murchison. Worcester, MA: Clark University Press.

    [26] Allred A., Chakraborty G., & Miller S.J. (1999). Measuring Images of Developing Countries: A Scale Development Study. Journal of Euro-Marketing; 8(3):29-49.

    [27] Amine, L.S. & Shin S-H. (2002), A Comparison of Consumer Nationality as a Determinant of COO Preferences. Multinational Business Review, Spring, 45-53.

    [28] Ammi, Chantal. (2007). Global Consumer Behavior. Newport Beach, ISTE.

    [29] Anderson, W.T. & Cunningham W.H. (1972), Gauging Foreign Product Promotion. Journal of Advertising Research, February, 29-34.

    [30] Askegaard, S. & Ger G. (1998), Product-Country Images: Towards a Contextualized Approach. European Advances in Consumer Research, 3, 50-58.

    [31] Bagozzi R.P., & Burnkrant R.E. (1979), Attitude Organization and the Attitude-Behavior Relationship. Journal of Personality and Social Psychology; 37:913-9.

    [32] Bagozzi, P., Baumgartner H., & Coupon Y. (1991), Usage and the Theory of Reasoned Action. Advances in Consumer Research, No. 18, p. 24-27.

    [33] Bannister, J.P. & Saunders J.A. (1978), UK Consumers' Attitudes towards Imports: The Measurement of National Stereotype Image. European Journal of Marketing, Vol. 12 (8), 562-570.

    [34] Banyt?, J. Jok?ait?, E. & Virvilait?, R. (2007), Relationship of Consumer Attitude and Brand: Emotional Aspect. ENGINEERING ECONOMICS. No 2 (52).

    [35] Batra R., & Ahtola O.T. (1990), Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters; 2:159-70.

    [36] Baughn, C.C. & Yaprak A. (1993), Mapping Country-of-Origin Research: Recent Developments and Emerging Avenues. In Product-Country Images: Impact and Role in International Marketing, Papadopoulos, Nicolas, and Louise A. Heslop, New York: International Business Press.

    [37] Bem, D.J. (1967). Self-Perception: An Alternative Interpretation of Cognitive Dissonance Phenomena. Psychological Review, 74, 183-200.

    [38] Bem, D. J. (1972). Self-Perception Theory. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology (Vol. 6, pp. 1-62). New York: Academic Press. [39] Bilkey W.J.

Investigating the Iranian consumer's attitude towards the "country of manufacture" in the clothing industry
How To Access The File
Related Contents:
Number of pages: 141 Category: Management

Dissertation for receiving a master's degree in business management, specialization: marketing. The present research has investigated the effect of the country of brand creation on brand equity: a case study of the elevator industry. The type of descriptive research is survey type. The statistical population of the research was employers, engineers, consultants and other ...

Number of pages: 122 Category: Management

Dissertation for Master's Degree (M.A) in Business Management, Marketing Orientation, Winter 2013 Abstract In this research, the effect of key factors on the development of new products in carpet companies in Aran and

Number of pages: 124 Category: Management

Academic thesis for obtaining a master's degree in the field of: business management, international business orientation. The abstract of the insurance industry is one of the growing industries in the current society of the world and Iran. Due to the increase in the number of different companies and its nature; Increasing competition in the market requires conducting various ...

Number of pages: 123 Category: Management

Dissertation for obtaining the degree of master's degree ""MA"" field: business management, direction: marketing management, the aim of the present research was to identify and rank the effective factors of mixed promotion in the sales of home appliance industries. The research method is descriptive-survey, and the research community consists of experts and senior experts in the ...

Number of pages: 204 Category: Management

Thesis of master's degree in business management, international business orientation, winter 90, abstract, rapid growth under the structures of the Internet, new opportunities and methods for doing business to all the world.

Number of pages: 138 Category: Insurance

Executive Management Master's Thesis Abstract In today's marketing, the cost of losing a customer is equal to losing the benefits of the service that customer needs throughout his life. Insurance can be considered as one of the vital economic arteries of any country. The main goal of insurance marketing management is to attract new customers and retain previous customers and ...

Number of pages: 175 Category: Management

Thesis for obtaining a master's degree in the field: business management, specialization: transformation management. Abstract One of the most valuable assets of any company is the brand equity. Companies that have a high position in the minds of consumers in terms of special brand value can easily be considered more profitable among other companies in their respective ...

Number of pages: 280 Category: Management

Dissertation for obtaining a master's degree in the field: business management, international marketing. Abstract: With increasing complexity and uncertainty in today's highly competitive market environment, companies have turned to brand extension techniques in order to maintain their survival and profitability. Chika food products company, as one of the leading brands in the ...

Number of pages: 203 Category: Insurance

Academic Thesis for Master's degree (M.A) Field: Business Management-Insurance Management Abstract The increase in competition, the dynamism and complexity of the environment, the growth of customer expectations and the emergence of new innovations in the country's service industry have created many changes in the attitude of organizations towards the customer and made them ...

Number of pages: 119 Category: Tourism - Tourism

Dissertation for the Master's Degree in Business Administration (M.A) Major: Marketing Abstract The aim of this research is to design a conceptual model of sustainable tourism based on sustainable marketing. This model includes independent variables of social stability, political stability, service quality, environmental sustainability, cultural sustainability, sustainable ...