Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

ABSTRACT: The aim of this study was to examine the relationship between the country of origin image of a product and consumers' purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers' information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the imp

SUBMITTER: Martins JM 

PROVIDER: S-EPMC10464966 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature