ABSTRACT
The article analyzes the influence of country of origin and the critical function country of origin plays in consumers’ automobile purchase decisions. Primary data were collected through a survey from a sample of 940 users of cars across Saudi Arabia. Results suggest that country of origin has a significant impact on Saudi consumers in the automobile industry. The findings of this study provide useful insights to auto manufacturers serving the Saudi market in marketing-strategy development. This study makes a valuable contribution given the fact that there is a dearth of empirical studies of this nature focusing on Saudi Arabia.
ACKNOWLEDGMENT
The authors acknowledge the financial and facilities support received by King Fahd University of Petroleum and Minerals, Saudi Arabia, in completion of this research.