| dc.description.abstract | The buying behaviour of consumers is one of the most commonly researched subjects
in marketing.„Country of origin effect‟ (COO) is one of the key concepts casting light
on the purchasing process of consumers. Many studies have shown that COO effect is
vital for the buying process, persuasion and product evaluation. Consumer
ethnocentrism is another important factor in the domain of COO effect studies.
A descriptive study was conducted among selected shopping mall in Nairobi, Kenya
consisting 30 respondents who were selected using simple random method from the
list of 15 shopping mall and supermarkets at Nairobi metropolitan10 shopping malls
were selected using simple random method and 3 respondents selected randomly from
each shopping mall. Data was analyzed using frequencies, percentages, mean scores,
standard deviations and coefficients of variations. The findings states that concludes
that imported/foreign products were of better quality compared to local; and that they
would often choose a foreign FMCG'S depending on the type of the product. Though
the foreign products were expensive as compared to local products, the shoppers
would often choose a foreign FGCM'S compared to local ones all the time. One of the
limitations was the access to data from the respondents. Some of the respondents were
unwilling to give information for fear that their information that they were giving and
especially the personal information may be used for other purposes or released to
other unauthorized persons. | en_US |
