Week 3 Hand-in Assignment

Evaluate the findings of the authors regarding the effect of consumer product knowledge on business competitive strategy.

Consumer products knowledge positively and significantly influences consumer involvement.  Product knowledge can contribute in influencing purchase intention and actual purchase. Therefore, most companies consider improving products knowledge central to their competitive strategy when developing their marketing strategy . Most marketing strategies especially promotion are more concerned with  products awareness  as they aim to provide as much information to the consumers through their sales and advertising channels because products knowledge can lead to faster purchase decision making.

In conclusion high products knowledge can significantly positively influence sales as compared to low products knowledge (Michaelis, et al, 2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422.  Consumers with high product knowledge are less likely to rely on the country of origin cues berceuse they have adequately assessed the products to rely on general information about the country of origin country of origin is mainly associate with stereotypes and may not be more effective due the objective verification of information. Therefore, gain competitiveness, the business’ competitive strategy should focus on understanding the consumer behaviors and providing the consumers with adequate products information to aid they purchase decisions (Michaelis, Woisetschläger, C & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422.

Analyze the research in the article regarding the impact of product brand image as well as country-of-origin image on consumer purchases and marketing strategy.

Many are the times that I hear statements like “ex- UK”, German machines, and Chinese phones. All these statements or country of origin cues are associated with the country of original. These statement confirm that products knowledge are significant associated with products involvement and purchased intentions.  Previously, any products written made in china was associated with poor  quality while products written made in united kingdom  were  perceived as high quality products. Firms are known to consider subjective and objective products knowledge as central to their decision making and profitability.

Consumer involvement is significantly correlated with attitude and perception such that if the consumer perceives a product to have the potential to meet their needs, they become emotionally involved to the extent of developing a state of minds that motivates them to interact or identity with the products more. Countries original image and products knowledge are functions of products involvement as they induce consumer purchase intention and actual purchase. If the country of origin of a product has appositive image, then they become more involved with the product (Michaelis, Woisetschläger,  Backhaus, & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422.

 

Complement your investigation with knowledge gained from scholarly journal articles found in the University of Liverpool library.

Country of origin is the country in which a product is made. The country may influence purchase decisions as the consumers are known to make their purchase decision in a systematically manner which start with products evaluations.  Most consumer are likely to eat cake their purchase intention if the country of origin cue is arranger the other factors. On the other hand, Chen, Wu, & Chen, (2011) argues that country of origin cue may introduce a halo effect or a summary contracts. For example if the products in consideration is from a country that disease not have other products to be used as point of references, the image of the country would provide the hallo effect as the  consumers will  make assumption about the products based on the perceived country image. On the other hand, when the cob summers are well versed with the products of the same country (Long, & Chen, 2006, pp. 248–265; Chuang, et alan(4), 485-491.

 

.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Long, I, %  & Chen, C.-S. (2006) ‘The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan’, Journal of Consumer Marketing, 23 (5), pp. 248–265,

Chen, L.  Wu, Y. (2011). Relationship between country of origin, brand experience and brand equity: The moderating effect of automobile country. Firms are known to consider subjective and objective products knowledge as central to their decision making and profitability.

Chuang, C., Tsai, C., Cheng H., & Sun, C. (2009). The effect of terminologies on attitudes toward advertisements and brands: Consumer product knowledge as a moderator. Journal of Business and Psychology, 24(4), 485-491.

Michaelis, M., Woisetschläger, M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422.

Michaelis, M., Woisetschläger, M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422.

 

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s