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ISSN 1004-9037
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Edited by: Editorial Board of Journal of Data Acquisition and Processing
P.O. Box 2704, Beijing 100190, P.R. China
Sponsored by: Institute of Computing Technology, CAS & China Computer Federation
Undertaken by: Institute of Computing Technology, CAS
Published by: SCIENCE PRESS, BEIJING, CHINA
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      07 April 2023, Volume 38 Issue 2   
    Article

    COUNTRY OF ORIGIN IMAGE AND CONSUMER BUYING BEHAVIOR IN NIGERIAN HYPERMARKETS
    Chiemelie Benneth Iloka, Shedrack Chinweuba Moguluwa (Corresponding), Christian Chukwudi Ifekanandu, Jane Nwakego Anene
    Journal of Data Acquisition and Processing, 2023, 38 (2): 2642-2665 . 

    Abstract

    This study aims to examine the importance of country-of-origin image on consumers’ buying behaviour in Nigerian hypermarkets. The study considers information search, evaluation of alternatives, purchase decision and post-purchase decisions as factors of consumers’ buying behaviour. The study applied structural equation modelling to draw the path analysis for the relationship being investigated. A total of 1272 responses were gathered through online survey. Findings from the study indicate that country of origin image has positive and significant influence on how consumers search for information about a product, evaluate products and decide on alternatives, make purchases and define their post-purchase behaviour. This suggests that Nigerian hypermarkets should be conscious of countries where their products are imported from, as importing from countries with positive image will likely enhance and sustain their performance.

    Keyword

    Buyer, Behaviour, Consumer, Country of Origin, Image, Product, Purchase


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