Studies in Business and Economics no.

13(2)/2018

DOI 10.2478/sbe-2018-0029
SBE no. 13(2) 2018

COUNTRY-OF-ORIGIN EFFECTS ON CONSUMER

BUYING BEHAVIOURS. A CASE OF MOBILE PHONES

SEVANANDEE Brenda
University of Mauritius

DAMAR-LADKOO Adjnu
University of Mauritius

Abstract:
In the period of market globalisation, global trade has changed immensely. Country-of –
origin play a significant role in global marketing as it has created huge market opportunities for
both firm and countries around the globe. Many companies are venturing in overseas market as
they would benefit from a larger market share and lower cost of the goods and hence, these
companies have to mention about the country-of-origin on the label of their products so that
consumers can know where the goods originate from. This research will enable entrepreneurs
and businesses who are in the commercial industry to have a better insight on the perception of
consumers about the country-of-origin effects in the context of brands of mobile phones. The
study further highlighted about the impact of a country’s image on the consumers’ purchase
intentions. For this study, both qualitative and quantitative approach were used and both primary
and secondary data were captured with the usage of convenience sampling technique. With
evolutions in technology and mobile phones sectors, it was imperative to investigate on the
above topic so as to reveal insightful details about country-of-origin effect on consumer buying
behaviours as well as on country-of-manufacture and country-of- assembly.

Key words: Country-of-origin, Consumer, Mobile, Marketing, Mauritius

1. Introduction

Country-of-Origin (COO) referred to where the goods originate in and it is no

longer a new phenomenon. The development of the COO dated back to World War 1
where at that period countries that have been defeated like Germany, were obliged to
put the sign COO on their goods, by those that won. Cai (2002) pointed out that the
purpose of this action was to penalise countries like Germany so that to create a bad
image for them. Other researchers defined COO as where the products have been

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developed, assembled, designed and manufactured (Lin and Chen, 2006; Aiello et al.
2010; Samin et al. 2012; Munjal, 2014). For instance, though Sony is a Japanese
brand, there are other goods of the same brand which are being assembled in
Singapore. Hence, it is being labelled as “Assembled in Singapore” whereas when the
Sony products are being manufactured in Japan, it would be “Made- in Japan”
(Rezvani et al. 2012).
Consumers have different perceptions on the country where the products were
manufactured. The same country could thus be regarded in a different manner around
the world, i.e., in some countries as a high-status and reliable COO while at the same
moment as a low-grade COO elsewhere and the perception of the country also evolves
over time. In general, the attitudes towards the COO is connected to the perceptions of
the goods for its historical, socio-economic, political and cultural characteristics. Below
is the list of different mobile phone brands with their COO:
 Nokia- Finland
 Huawei and Lenovo –China
 Sony- Japan
 LG and Samsung- South Korea
 HTC- Taiwan
 Apple- United States
An important aspect of the COO analysis is the ethnocentrism phenomenon.
Consumers tend to judge a domestic product more favourably than that of a foreign
product.
COO has been one of the most interesting subjects during the past few years
where consumers are keen to know about the “Made-in” of their products that they
bought (Josiassen et al. 2013; Rezvani et al. 2012). This is because of the falling
barriers of trade between countries, thus, enabling consumers to have access to
various new brand of mobile phones which are available on the market
(Bandyopadhyay, 2014). Hence, COO plays a pivotal role in competitive market and in
the consumer behaviour.
The research became more significant due to the recent problems
encountered by Samsung’s latest Galaxy Note 7 which have exploded in September
2016 (Hollister, 2016). Smith (2016) stated that the reason behind the explosion was
due to overheating of the battery of the mobile phone. Thus, consumers to safeguard
themselves from the dangers of the mobile phone, might give importance to the COO
or the Country-of-Manufacture (COM) of the mobile phone. Mauritius, although having
a small market for its consumers, gets influenced by the changes that are happening
around the globe and hence, this can have an impact on the consumer’s purchasing
intentions and also, on the consumer’s attitudes towards the different brands of mobile
phones.

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2. Literature review

In today’s globalized market place, Mauritian consumers have access to a

large number of local products as well as imported ones. Consumers draw conclusion
about these goods based on the countries that it comes from and this is known as
COO. Many of the consumers gave importance to the “Made- in” label while in some
cases when COO is not favourable, consumers gave particular attention to the brand
of the products and hence, having an influence on the consumer buying behaviour and
on their purchase decisions.

Theoretical Review
Consumer and Consumer Behaviour
Al- Jeraisy (2008) defined consumer as an individual who buys goods or
services for their own use. Noel (2009) defined consumers as an individual who
recognizes a need and look for a good that would fulfill this particular need.
Types of Consumer Buying Decision Behaviour
Kotler and Armstrong (2012) identified that there are four different types of
buying decision which are the complex-buying, dissonance-reducing buying, habitual
buying and finally variety-seeking buying behaviour .
Kotler and Armstrong (2012) pointed out that a consumer goes through the
complex buying behaviour when the product is complex and when there is a major
difference among the brands of the products.
Dissonance-reducing buying behaviour was explained as when the consumers
are greatly involved in products that are costly, irregular or risky for purchase and
however, there is only little difference between brands.
Habitual buying behaviour happened when the consumers are not greatly
involved in the purchase of the goods and there is little difference between the brands
while variety-seeking buying behaviour was defined when there is great difference
among brands of the goods and the consumers are lowly involved with the mobile
phones and the switching costs to other brands are high.
Buying a mobile phone is complex as consumer often required more information about
the brand, features, COO and style. Thus, complex buying behaviour and variety
seeking behaviour are relevant for mobile phones.
Furthermore, other different types of buying tendencies have been identified such as
the price sensitivity and impulse buying (Hanzaee and Irani, 2011).
Hanzaee and Irani (2011) defined price sensitivity as the extent to which consumer’s
behaviour are influenced by the price of the goods. It was also referred to as the price
elasticity of demand and defined impulse buying as unintended buying of goods or
services.

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Consumer Buying Process

The consumer buying process consisted of five different stages namely the
problem recognition, information search, evaluation of alternatives, purchase decision
and lastly post-purchase behaviour (Kotler and Keller, 2012).

Country-of- Origin (COO) Concept

COO was first studied by Schooler (1965) where he defined it as the “Made-In”
concept. Other researchers defined COO as where the products have been developed,
assembled, designed and manufactured (Lin and Chen, 2006; Aiello et al. 2010; Samin
et al. 2012; Munjal, 2014). COO is commonly being used to indicate the product quality
in case of lack of information (Lusk et al. 2006). Munjal (2014) pointed out that the
purpose was to differentiate from other similar products.
Elliott and Cameron (1994) have broadly defined Country-of-Origin Effect
(COE) as “any influence, positive or negative that COM might have on the consumer
choice and behaviour towards a product.” Apetrei and Petruşca (2010) defined COE in
the global marketing context as the perceptions and attitudes of a particular country
extended on its commodity.

Effect of COO on the Consumer Buying Behaviour

In this part, the main concentration would be upon the consumer evaluation
towards mobile phone. The consumer evaluation consisted of a part of the consumer
pre- purchase decision. COO remained a pivotal factor when evaluating a product
since there are many global brand on the market (Bandyopadhyay, 2014). When
purchasing a particular product, a consumer generally evaluates a product based on
different dimensions such as the quality, convenience, disposal and durability.
Johansson et al. (2000) stated that if a consumer has a favourable or unfavourable
experience towards a particular product or brand, he/she would evaluate the product
differently based on his own experience. However, regarding to the mobile phone
market, it would be impossible for a consumer to evaluate each brand due to some
constraints like money, effort and time (Munjal, 2014). Cox (1962) was the first
researcher to develop a model on the consumer evaluation process. He proposed that
a product can be viewed as an “Arrays of Cues”.

Consumer Ethnocentrism (CE)

This notion of CE has been derived by the sociologist Sumner (1906) where he
defined CE as how the consumers view things in a manner that is superior and all
others make reference to it. A consumer tends to assess a domestic product more
favourably than that of foreign products as it brings many advantages to the country
such as creation of jobs and development of the economy and they tend to discard
values and symbols that are different from their culture, political and economic
(Watson, 1999; Akdogan and Ozgener 2012; Renko et al. 2012; Kalicharan, 2014).
Apetrei and Petruşca (2010) argued that a product nationality perception can be
influenced by the following aspects:

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 The image of foreign products versus domestic products;

 Generic products perceive COO as the core products;
 The manufacturing companies national or international image;
 The image which is being spread to the consumers through the brand name or
logo.

Country Image (CI)

Nagashima (1970) was the first researcher to define CI as “the image,
reputation that consumer attached to a product of a specific country. That picture is
often being influenced through the history, tradition and background of that country.”
Another definition was provided by Roth and Romeo (1992) where he defined CI as
“the general perception that consumers form towards products based on their
production and strengths and weakness of the country’s marketing.” Rezvani et al.
(2012) pointed out that CI is frequently connected to the economic, political,
technological and social part of every country. Consumers who had specific views
about products from other countries and consequently, this had an adverse effect on
the consumer’s attitudes towards brands from those countries (Laroche et al. 2003;
Pappu et al. 2007; Fernanda and Janaina, 2012; Ngoc, 2014). The CI is formed in the
minds of the consumers based on the person’s knowledge, experiences, exposure and
preferences towards a particular country. CI is shaped by the information which is
being spread on various different communication channel (Kouba et al. 2013). Country
image is developed at both the country level as well as the product level (Pappu et al.
2007).

Purchase Intention
Since the market is competitive and firms are always finding new ways about
how they could attract customers, therefore leading them to have many options before
choosing a particular brand and hence, affecting their purchase intentions. Revzani et
al. (2012) defined purchase intention as the willingness of the consumers to take
personal action towards a particular brand, i.e., in short what the consumers think, they
will buy.

Marketing Strategy
Kotler and Keller (2012) defined strategy as a broad plan that states how its
mission, goals, and objectives will be achieved. Kotler and Armstrong (2012) defined
marketing strategy as the marketing reasoning by which a firm expects to build
customer value and attain these by forming profitable relationships. According to Peter
et al. (1999), marketing strategy was defined as a group of stimuli placed in
consumers’ environments intended to influence their affect, cognition and behaviour.
These stimuli consisted of brands, packaging, advertisement, price tags and
salesperson’s communication.

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The marketing mix is the set of strategic marketing tools that the business
uses to produce the response it wants in the target market. It comprised of the 4Ps
such as the product, price, promotion and place (Kotler and Armstrong, 2012).

Empirical Reviews
COO Effects on Product Evaluation
Vukasović (2015) conducted a research on the COO effects on products
evaluation and consumer perception in the food industry, most specifically about meat
products. The researcher made use of the correlation model to test the different
analysis variances and it was found that there was a significant correlation between the
factors such as meat type, group and test type. The study also revealed that COO has
an impact on consumer perception, consumer preferences and also in the buying
decision process.
Saeed et al. (2014) explored her research on COO effect on Pakistani
Consumers’ evaluation of French cosmetics. The research discovered that the
Pakistani customers are not highly ethnocentric towards French cosmetics and that
COM has a positive relationship with the consumer evaluation process. Furthermore,
the study also identified that consumers with high product knowledge depended more
on COO cues for their product evaluation.

The COO Effects on Consumer Behaviour

Murtaza (2016) explored her research on the effect of COO on mobile phone
buying behaviour of consumers which was a case study from Pakistan. The result
revealed that there is a positive effect on buying behaviour of Pakistani customers
between brand image and technological innovation. In addition, it showed also that
Pakistani customers with high income level is greatly influenced by the CI while for the
low income consumers, they purchase their mobile phones from their country.
Agrawal and Kamakura (1999) have conducted their research on whether COO is a
competitive advantage or not and where the main objective of the study was to
evaluate whether COO has an effect on the consumer behaviour. The findings of the
study proved that marketers from different countries set a reasonable price accordingly
to the product quality rather than the image shaped by the COO cue.

COO Effects on Consumer Purchase Intentions

Yunus and Rashid (2016) conducted their research on the influence of COO
on consumer purchase intention for mobile phone brand in China where the objective
of the study was to examine the determinant factors of COO that consumer considered
in buying mobile phones brand that came from China. To measure the consumer’s
purchase intentions, several pre-determinants aspects such as CI, perceived product
quality and brand familiarity have been used. It was discovered that all the pre-
determined factors were significant and they are highly correlated in affecting the
consumer purchase intention in China towards the mobile phone brands.

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COO Effects on Consumer’s Willingness to Buy Foreign Products

Cai et al. (2004) carried out their research on the COO effects on consumer’s
willingness to purchase imported goods and an experiment was conducted in order to
determine the COO effect of imported goods’ on the consumer’s buying intentions. The
research showed a significant interaction COO effect, representing that the COO
information influenced subjects’ readiness to purchase the products. Additionally, a
non- durable goods was found to be more price owned elasticity from a country than
that of a durable good from the same state.
Walley et al. (2014) carried out their research on the effect of COO on Chinese
food consumers. The findings of the study shown that the Chinese favoured food
products originating from other countries instead of China and they perceived the
imported products to be of higher quality. Another interesting disclosure of the study
was that the Chinese relate quality to the “Made-in” of the goods.

Research Gaps
The study done by Murtaza (2016) was conducted in Pakistan. The research
gap is that even though Pakistan and Mauritius are developing countries, the usage of
mobile phones might or might not be identical as each country has their own culture
and each country would perceive the COO of the mobile phones differently and the
buying patterns of both countries will be different. Hence, this objective was set in
order to identify what influence COO has on consumer behaviour towards mobile
phones (objective 1).
The research done by Yunus and Rashid (2016) was conducted in China and
the results might not tally with Mauritius as Mauritians consumers have different
perceptions on different countries and thus, it can have an influence on their purchase
intentions. The gap analyzed is that consumers perceived mobile phones that are
manufactured in developed countries to be of higher quality than in developing
countries and hence, affecting their purchase decisions. Therefore, this objective was
set so as to determine if COO has an effect on the purchase intentions for
Mauritian mobile phone users (Objective 2).
From the empirical review, several authors have studied about the subject in
different context mostly in the food and cosmetics sector and so far, not much research
has been conducted and there is no such research done in the Mauritian context on
mobile phones. The purpose of this research differs from others of which the aim is to
develop a suitable marketing strategy for mobile phones in Mauritius after
understanding the implication about the influence and impact of COO (objective
3).

3. Research methodology

The research became more significant due to the recent problems

encountered by Samsung’s latest Galaxy Note 7 which have exploded in September
2016 (Hollister, 2016). Smith (2016) stated that the reason behind the explosion was

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due to overheating of the battery of the cell phone. Thus, consumers to safeguard
themselves from the dangers of the mobile phone, might give importance to the COO
or the Country-of-Manufacture (COM) of the mobile phone. Mauritius, although is a
small market, gets affected by the changes that are happening around the world and
hence, this can have an influence on the consumer’s purchasing intentions and also,
on the consumer’s attitudes towards the different brands of mobile phones.
Below were the research questions for this study:
 How Country-of- Origin influence the consumer behaviour towards mobile
phones?
 What effect Country- of-Origin has on the purchase intention for mobile phone
users?
 What marketing strategy could be developed for mobile phones in Mauritius
after understanding the implication about the influence and impact of Country-
of- Origin?
A hypothesis is explained as a proposition that describes the occurrence of a definite
set of phenomena that direct the study (Kothari, 2004). Hypotheses were developed in
order to identify the relationships within the classifications and to disclose the pattern of
the data gathered. Thus, a hypothesis has been defined for this study.
H0: There is no relationship between Country- of- Origin and the purchase intention for
mobile phone.
H1: There is a relationship between Country- of-Origin and the purchase intention for
mobile phone.

Figure 1: Conceptual Framework

For this research, descriptive and exploratory research were used and also,
both qualitative and quantitative methods were used in order to gather detailed
information. The methods for collecting primary data for this project were obtained by
making reference to Kothari (2004) in order to address the current research questions
as mentioned above and also, to get an in-depth and detailed information about the
topic. The techniques were as follows:
 Survey via Questionnaire

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A self- administered questionnaire as well as online questionnaire were used

for this project. The questionnaire consisting of a number of questions set in an
arranged order. It consisted of close ended questions which were used in order to
know about the Mauritian’s perception towards COO for different mobile phone brands.
 Interviews of the Reseller of Mobile Phone
Personal face-to- face interviews with the reseller of mobile phones were done
with 2 of them.
For this study, secondary data have been used such as different online-journal
article, magazine, different website and books so that to gather maximum information
for this study. The method that has been used to collect primary data was through the
questionnaire and interviews. The questionnaire design stage was designed with great
care so that to avoid any errors or bias. Greener (2008) pointed out that pilot testing is
essential as it aids in identifying the validity of the questionnaire and enhances the
layout and scales of the questionnaire. The purpose of doing a pilot testing was to
ensure that everyone has understood the questions. Amongst the 10 respondents who
participated in the pilot study, some could requested for clarification of some of the key
terms connected to this study and the researcher provided the necessary guidance.
This study was mainly targeting the whole population in Mauritius so that to
obtain their views about COO. The sample size was referred to as the number of
people who would represent the entire population in Mauritius. The larger the sample
size the more likely it would represent the whole population and less bias information
would be gathered (Saunder et al. 2009). As per the Central Statistic 2015, the
estimated Mauritian population is 1 275 986. The formula for the calculation of the
sample size provided by Glenn I. (1992) was as follows:

Where n is the sample, N is the population and e is the level of precision.

Consequently, the ideal sample size for the Mauritian population was 400. But due to
financial constraints, only 150 people would be surveyed. In this research, the
sampling design used was the non- probability sampling mostly the convenience
sampling techniques, where each respondent was given the same chance of being
selected.
The two most significant aspect of any research are validity and reliability.
Tavakol and Dennick (2011) defined validity as the degree to which an instrument
measures what it truly wished to measure. Reliability means the capability of a
questionnaire to measure precisely an element (Parsian and Dunning, 2009). The
reliability and validity analysis were evaluated using the Cronbach Alpha.

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4. Analysis and findings

The findings have been presented and discussed in this chapter based on the
questionnaire set for 150 participants with a response rate of 100%. These were
analysed through the use of IBM statistical package SPSS version 22 and were
presented through charts and tables followed by a discussion based on findings from
the literature reviews, the survey of the study and on more recent secondary data.
Majority of the respondents who participated in this survey was female with
59.33% as compared to male which is only 40.67%. According to the Mauritius
Statistics (2015), it revealed that there are more female than male in Mauritius and
therefore, this tallied with the results above as their difference in percentage could
clearly explain that there was more female involvement in this study.

Figure 2: Age Group

As shown in the bar chart above, the age group 18-29 has the highest
percentage (33.33%) who has participated in this study and thus, it can be deducted
that they were the heavy users of mobile phones for this research. The least
percentage was the age group 60 and above as they were not much willing to
participate in this research. According to Autio (2005), participants with different age
group might not have similar needs and thus, shaping differently the buying behaviour.

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Figure 3: Education Level

As shown in the above figure, most of the respondents have reached the
tertiary level with 60% as majority of the respondents were Universities students. The
second highest education level was secondary with 26.67% and this is because in
Mauritius education is free and accessible to every person and also, it is compulsory
for each individual to go to school till the age of 16. Hence, each individual should have
at least reached the secondary level and thus, this proved that Mauritians are
knowledgeable. However, the least level of education is primary with 5.33% and as per
Weller and Gould (2015), the reasons why someone stopped from primary level were
mainly because of health or financial issues.

Mobile Phone Users

97.33% of the participants owned a mobile phone as nowadays mobile phones
are being considered as a necessity item instead of a luxury one and this also proved
that the number of mobile phone users in Mauritius is large. Besides, possessing a
mobile phone helped in exchanging information and to keep in touch with friends and
relatives irrespective of the time. Only 2.67% amongst the 150 respondents do not own
a mobile phone as they were in the age group of 60 and above and they might feel that
it is not necessary to possess one. Marketers must try to devise strategies for this age
group as it might be difficult to convince them to buy a mobile phone.

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Figure 4: Mobile Phone Brands

Samsung brands appeared to be the preferred mobile phone brand in

Mauritius as seen in the figure with 30.67% of response. Particularly, Samsung is now
seen to be the most prominent mobile phone brands worldwide according to Chau et
al. (2015) and the reason was because Samsung has a range of different model of
mobile phones which is available on the market and it targets both low and high
income earners. Besides, this showed that the problems that the brand Samsung are
facing did not really bother the Mauritian consumers as most of them own a Samsung
mobile phones. The results of this research correlated with the study of (Norazah,
2013) where Samsung were found to be the first amongst other brands. The lowest
was Lenovo with 1.33% which can be inferred that the Mauritian consumers do not
really like this particular brand as maybe Lenovo was incapable of positioning itself in
the minds of the Mauritians respondents.

Country of Origin
44.67% always considered COO when buying a mobile phone. It is because
they wanted to know from where the mobile phone originates and there is a tendency
to believe that mobile phones that are manufactured from developed countries are of
superior quality than in developing countries and this tallied with the work of (Mostafa,
2015; Pilelienơ and Petkeviþieno, 2014). 16% indicated that they don’t give importance
to COO when buying a mobile phone and this goes in line with the work of Ghalandari

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and Norouzi (2015) who pointed out that these people considered mostly the brand
reputation of the mobile phones.
Most of the Mauritian respondents agreed to the fact that COO is important as
it helped in determining the level of technology sophistication of the mobile phones and
perceived it to be a vital element to ponder when purchasing a mobile phone. But
COO is not the first element that they considered when buying a new brand of mobile
phone. The results of this study matched with the work of (Ghost et al. 2006) and the
respondents considered COO to be crucial when buying mobile phones.
Majority of the respondents (88.67 %) looked for information before buying a
mobile phone. This goes in line to Kotler and Armstrong (2012) who stated that
consumers adopt the complex buying behaviour when there is a huge different in
brands. Hence, this proved that most of the Mauritian consumers would do extensive
research so that firstly they can opt for the best mobile phone brand and secondly, to
gather maximum information about the mobile phones like its features, COO and so
on. The only 11.33% don’t look for information, this might be because they are only
interested in the basic features of the mobile phones.
Most of the respondents (46 %) looked for information through the internet. A
possible reason was because nowadays internet has become a powerful tool that aids
in finding lots of information and therefore, having an influential impact on their
decision making and this finding is consistent with the study of Zameer et al. (2012).
Besides, companies are making use of different social media like Facebook, Instagram
and so on to communicate with their customers. There is a minority of them who
searched for information from advertisements (billboards, newspapers) and through
other medium with both having a 10% of response rate. A likely reason could be
because these consumers are more at ease in finding the relevant information from
these sources.

Table 1: Mean Test for Level of Quality

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

China( Huawei & Lenovo) 150 1.00 5.00 2.74 1.09
Finland (Nokia) 150 1.00 5.00 3.29 .95
Japan( Sony) 150 1.00 5.00 3.77 .79
South Korea ( LG &
150 1.00 5.00 4.13 .813
Samsung)
Taiwan( HTC) 150 1.00 5.00 3.65 .819
United States (Apple) 150 1.00 5.00 4.63 .70
Valid N (listwise) 150

United States and South Korea have a mean of above 4 and hence, it can be
deducted that the Mauritian respondents agreed that mobile phone from these
countries are of superior quality as compared to other countries like China, Finland and

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others which has a mean score of 2.74 and 3.29. The Mauritian perceived developed
countries to be best in term of quality. In the study of (Ghost et al. 2006), India and
Korea countries were perceived by the Indian consumers to be of low quality products
as both mean scores were below 3 and they perceived Japan to be the highest since it
is a leader in technology.

Table 2: Mean Test for Mobile Phones that are Safe for Use
Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

China( Huawei & Lenovo) 150 1.00 5.00 3.04 .975
Finland ( Nokia) 150 1.00 5.00 3.43 .89
Japan( Sony) 150 1.00 5.00 3.75 .79
South Korea ( LG &
150 1.00 5.00 3.83 1.02
Samsung)
Taiwan( HTC) 150 1.00 5.00 3.59 .84
United States (Apple) 150 1.00 5.00 4.37 .90
Valid N (listwise) 150

South Korea and United States’ mobile phones were perceived by the
Mauritian consumers to be safe for use as both has a mean of 3.83 and 3.75
respectively. This proved that Mauritian consumers were not affected greatly by the
problem that Samsung faced with its Galaxy Note 7 as explained in the Introduction
chapter and this might be due to the trust that they had in the brand Samsung.

Table 3: Mean for Evaluation of Several Factors

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Country-of –Assembly 150 1.00 4.00 2.52 .98
Country-of –Manufacture 150 1.00 4.00 2.99 .93
Country- of- Origin 150 1.00 4.00 2.94 1.03
Valid N (listwise) 150

A mean of 2.99 and 2.94 can be inferred that COM and COO are important to
the Mauritian consumers when evaluating different mobile phone brands. Hence, it
proved that COM and COO are gaining importance amongst the Mauritian consumers
and it could be that they would perceive that country to be highly reliable and a high-
status one. Another assumption could be that the country where the mobile phones are
being manufactured guarantee an assurance of standards.

Consumer Ethnocentrism
The highest scores of the mean test for CE was 4.83 which means that the
respondents were in favour of the foreign goods as compared to local one and this was

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shown clearly in the table as all the other mean test were between “neutral” and
“agree”. This explained that the Mauritian respondents favoured foreign products as it
would benefit the consumers from a wide variety of goods even though they know that
this would cause damage to the economy. However, as compared to the results of
(Petrovicova and Gibalova, 2014), the same test was done and the mean scores for all
the statement was below 3 which can, hence, be deducted that Slovak consumers
were in favoured of local goods in their country.

Table 4: Mean Test for the Effect that CI has on the Purchase Intention
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
On a scale of 1 to 5, do you
think that Country image
affects your purchase 150 1.00 5.00 3.29 1.01
decisions for mobile phone?

Valid N (listwise) 150

A mean of 3.29 can be inferred that majority of the Mauritian respondents were
neutral as it could be that they don’t really consider if the country has a good image or
otherwise before making a purchase. As pointed out by Laroche et al. (2003),
consumers having specific opinions about a product from a particular country can have
a positive/adverse effect on their purchase intentions. An assumption might be that the
Mauritian consumers would make their purchase based on the performance and also,
on the brand reputation of the mobile phones.
36.67% of the respondents had an intention to buy a new mobile phone. Some
likely reasons might be due to constant changes in technology or simply it could be
that the mobile phones have become obsolete, broken and so on. 34% do not have
any intentions to buy a new mobile phone in the new future as it could be that their
current mobile phone is fulfilling their needs and on the contrary, it could be that they
do have an intention for buying one as 29.33% amongst them intends to buy one and it
could be that some would fall in that category.
42% were willing to spend between Rs 10,001 to Rs 20,000 and thus, it
clarified that majority of the Mauritian consumers purchased a mobile phone between
that range. Marketers can try to market mostly its mobile phones to that category of
consumers, these might be students or working people. An assumption that could be
deducted is that maybe that these consumers are not willing to spend much on mobile
phones because of certain risks associated like breakdown of the mobile phone and
repair cost which tends to be high or it could be that they would buy a mobile phone of
that range because Samsung stores and Mauritius Telecom use to give 1 mobile
phone free upon purchase of another mobile phone. 26% wanted to spend above Rs
20,001 in Mauritius maybe because of the innovation that the mobile phone
possessed.

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Interview with the Resellers of Mobile Phones

The interview consisted of only two resellers of mobile phones due to several
constraints. The aim of this interview was to get a deep insight of COO towards mobile
phones. Both of them stated that COO is crucial when it comes to mobile phones and
this should be communicated to each customer. They mostly advertised their mobile
phones through different medium such as radio shows, flyers, banners, billboards,
television and on social media mainly, on Facebook and therefore, it would be
impossible for them to communicate the COO for each mobile phones through these
medium. Thus, they communicate it personally to the consumers. They also pointed
out that the issue that brand Samsung faced hadn’t greatly affected the Mauritian
consumers, though that the sales for Samsung brand has fallen slightly.

Reliability Test

Table 5: Cronbach’s Alpha Test

Reliability Statistics

Cronbach's Alpha N of Items

.748 36

The table above shows a Cronbach’s Alpha of 0.748 and according to George
and Mallery (2003), it means that it is acceptable. Therefore, it can be inferred that the
questionnaire was reliable and validated.

Hypothesis Testing
The Pearson correlation analysis was used to test the relationship between the
scale data, i.e., to test if there is a relationship between the COO and purchase
intention as shown below:

H0: There is no relationship between Country- of- Origin and the purchase intention for
mobile phone.
H1: There is a relationship between Country- of-Origin and the purchase intention for
mobile phone.

Table 6 demonstrated the result of the Pearson correlation analysis between

COO and purchase intentions where r= 0.261, p= 0.001 and n =150. It also showed
that there is a weak positive relationship between COO and purchase intentions. In
addition, at the 5% level of significance (p=0.001< 0.05), thus, H0 is rejected and it can
be concluded that there is a relationship between COO and purchase intention. It can,
therefore, establish that the Mauritian consumers give importance to COO when
buying a mobile phone. Furthermore, this research goes in line with the study of Yunus
and Rashid (2016), which also proved that there is a relationship between COO and

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purchase intentions for mobile phone in China and on the contrary, it contradicted with
the interview of the resellers in Mauritius.

Table 6: Pearson Correlation Analysis between COO and Purchase Intentions

Summary of Achievement of Study Objectives

Table 7: Summary of findings

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5. Recommendations and conclusion

While highlighting the objectives of this study, focus was laid on key findings
made from the analysis chapter such that fruitful recommendations could be made as
well as future research needs in the same field of study.
Celebrity Endorsement
Makumbura (2015) stated that celebrity endorsement is a powerful method
that businesses could adopt in order to promote their mobile phones. As shown from
the findings that majority of the respondents preferred mobile phones that are
manufactured in developed countries than in developing countries, thus, the latter
could adopt this technique as it was shown to be an effective approach to reach the
targeted customers. By so doing, this give the impressions that these mobile phones
are being used by renowned people and thus, is best in quality.
Customer Engagement
From the findings it can be deducted that most of them preferred a Samsung
mobile phones as compared to other brands like Lenovo, Sony, LG, HTC and Nokia.
For instance, Sony brand has developed the application “Xperia Lounge” so that to
continuously engage its customers through several competitions. Thus, Lenovo, LG,
HTC and Nokia could also involve their customers by developing similar strategy as
Sony brands. They can try to create an emotional connection with their customers
through games, photography competitions and also, they can make use of SMS to
inform customers that they have obtained a voucher and this can help in creating
customer loyalty.
Video Marketing to reach customers
Video marketing is a new technique which could be implemented by phone
manufacturers and resellers (Vidyard, 2015). As revealed from the analysis chapter,
majority of the participants looked for information through internet before buying a
mobile phone. For instance, when a customer is browsing on the internet, video
advertising could be used to show the deals of the mobile phones and they can benefit
from a discounted price if they click on the link below after seeing the video. Marketers
can make use of emoticon so that to attract the attention of the potential customers.
Social Media
Mangold and Faulds (2009) referred social media as the recognised online
word-of-mouth as it comprises of journal and forum that enable customers to provide
their opinions about new or existing mobile phones brand on the market. By making
use of this medium, marketers can promote various mobile phones brands and it has a
greater impact as compared to advertising on radio or television.
The aim of this research was to develop a marketing strategy for mobile
phones in Mauritius after understanding the implication about the influence and impact
on COO and the objective were firstly to evaluate the influence that COO has on the
consumer buying behaviour. This objective was set to know if COO has an impact on
the consumer buying pattern and how they would evaluate different countries based on
its COO. The second objective was to assess if COO has an influence on the purchase

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intentions for mobile phone users. The reason behind this objective was to determine
if COO has an impact on the purchase intentions for Mauritian mobile phone users.
The first objective was achieved as most of them always considered COO when buying
a mobile phone and also, they agreed that COO is important as it helped in
determining the level of sophistication of the mobile phone. Furthermore, they looked
for information on the internet and it was found in the findings that they preferred
mobile phones that are manufactured in developed countries than developing
countries. As for the second objective, it revealed that the Mauritian consumers usually
would not make their purchase decision for mobile phones on the country’s image. It
would rather be on the brand reputation of the mobile phones or on its performance
and quality. The findings of this study revealed that there is a weak and positive
relationship between COO and purchase intention which proved that COO is important
when deciding to buy a mobile phone. Another finding of this study is that the Mauritian
consumers usually spent a sum of Rs 10,001 to Rs 20,000 on mobile phones and they
are more interested in doing their purchase in renowned stores.
As for the limitations of this study, two interviewers were interviewed however
if more interviews have been conducted, more information about the topic could be
gathered. The second major drawback was that only 150 questionnaires were
distributed due to financial reasons and thus, this might not be a complete
representation of the whole Mauritian population. The focus of this study was based
only on mobile phones, thus, for future research it can be conducted on consumer
products so as to determine the perception of on a larger sample of the Mauritian
consumers towards “Made-in Moris” products.
Marketing Strategy
A fruitful marketing strategy that has been developed for this study is content
marketing. Kotler and Armstrong (2012) defined content marketing as a strategic
marketing method that engrossed on creating and delivering valuable, pertinent and
reliable content to attract and retain customers. This can be done by frequently posting
useful blogs and articles about the mobile phones and they can include details such as
the mobile phone’s COO, COM and Country-of-Assembly through these blogs and
articles which otherwise could not be communicated through other channels like
billboard or even through the mobile phone salesperson. During the interview with the
resellers of mobile phones, they revealed that COO should be communicated to each
customer as it is very important for the consumer to know from where the mobile
phones originate. Furthermore, it can aid in creating brand awareness for new mobile
phone launched on the market.
Theoretical Implications
First of all, salespeople and marketers in Mauritius should be given the right
training so as they are being able to give their best at their workplace. This could be
achieved by giving them on- the- job training so that they know exactly how to market
or sell their products to clients. E-learning can also be used to educate the salesperson
and marketers as indicated by (Fayad, 2016) so that they can understand more about
the product details and also, they would be able to solve customers’ query and provide

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solutions. As per the Mauritian Statistics (2015), it revealed that the Mauritian
population is becoming more an ageing one, thus, marketers will have to do to
extensive research in order to satisfy their wants and needs. The elderly people
focused more on value creation instead of price and they are more likely to be
attracted to new products and technology that will make their life easier and will help
them save time. Furthermore, another implication was that authors will need to develop
new models on the theories that could be used effectively by marketers and
salespersons.
Practical Implications
Marketers can use the findings of this study to know about the mobile phone
brands that are being preferred in Mauritius and therefore, they can devise strategies
that can boost up the sales of other brands as well. In addition, marketers can use this
study to identify about the impact that COO has on the Mauritian consumer buying
pattern and hence, marketers can come up with interesting strategies that could inform
the consumers about the COO of the mobile phones.

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