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Journal of Food Products Marketing Volume 14, 2007 - Issue 1
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Original Articles

Should Food Manufacturers Care About Country-of-Origin Effect?

An Experimental Study Based on Chocolate Tasting

Selin Metin Camgöz Department of Business Administration, Faculty of Economics and Administrative Science, Hacettepe University, 06532, Ankara, Turkey
&
Pelin Sürücü Ertem Department of Business Administration, Faculty of Economics and Administrative Science, Hacettepe University, 06532, Ankara, Turkey
Pages 87-105 | Published online: 07 Sep 2008
 
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Abstract

This study examines country-of-origin (COO) effect in purchase intentions as a result chocolate of tasting. The application of experimental method, which is not widely recognized in COO literature, constitutes the major importance of this study. An experiment of 2 conditions (COO known/unknown) is conducted with 60 MBA/ PhD students. Data is collected after tasting procedure in terms of participant's purchasing preferences as A/B/C/D in the first and Turkish/German/Holland/Switzerland made in the second experimental condition. Findings indicate that intention to purchase proportions substantially changes, both favorably and unfavorably, when COO was revealed. The findings of the study provide some implications to foreign companies searching growth opportunities in Turkish food industry market.

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