Investigating the Effects of Country of Export Destination Image on the Product Perceived Quality and the Purchase Intention in Domestic Consumers

Recently, with the expansion of competition between domestic companies and international competitors, a new concept called the image of the country of product destination has attracted the attention of researchers. It is believed that the image of the country of destination of the product can, like the country of origin of the product, influence consumers' purchasing decisions. The present study, by conducting an online experimental design, examines the effect of country of product selling destination image on the purchasing decisions of domestic consumers in purchasing three products: porcelain, faucets, and office furniture. The results of the study on three different groups of experiments (with a total of 154 usable questionnaires) showed that the image of the country of product export's destination affects the perceived quality of product and willingness to buy it. But this effect is not the same at different prices. The results showed that in all three types of products when the price level of the product is average, the positive image of the country of destination has a positive effect on the perceived quality and willingness to buy the product. The findings of this study can help manufacturers and owners of domestic brands to improve consumer perception of the quality of domestic products and gradually eliminate negative stereotypes about them. .