اتجاهات المستهلكين نحو دولة المنشأ و أثرها على السلوك الشرائي : دراسة تطبيقية على أجهزة التلفاز في السوق الجزائرية

Abstract EN

Country of origin (COO) is one of the main fields of marketing which has its importance nowadays.

This research intends to examine the effect of COO on consumers purchasing decisions and to explore the relative importance of COO in the consumers` evaluation of television apparatuses.

Based on a sample of 75 consumers, the present research concluded that the COO does appear to be an important factor compared to the other factors used by the consumers in the evaluation process.