The Effects of COO Image on Purchase of Imported Electronics Goods in Tanzania: A Case of SAUT Students of Mwanza Campus

Abstract

Country of origin (COO) plays an important part in worldwide marketing since it has provided significant market prospects for manufacturing enterprises and countries all over the world. The goal of this study was to look into the effects of COO image on consumers’ buying decisions of imported electronic equipment in Tanzania, using SAUT students from the Mwanza campus as an example. The study was guided by four objectives: I to determine students’ perceptions of imported consumer goods in relation to their COO image; (ii) to identify students’ perceptions of imported consumer goods in relation to their COO image; (iii) to determine students (ii) to determine the effect of students’ perceptions of quality associated COO image on their purchase decision of electronic products, (iii) to determine the effect of students’ perceptions of brand name/reputation associated COO image on their purchase decision of electronic products, and (iv) to determine the effect of students’ perceptions of economic development (country image) associated COO image on their purchase decision of electronic products. The study employed a descriptive research design with a mixed method approach. Data was gathered by a questionnaire distributed to 212 students and an in-depth face-to-face interview with a few selected students. The stratified sampling approach was used to choose the sample of respondents. Data from the survey was analyzed using simple descriptive statistics and presented as a frequency distribution, while data from the interviews was analyzed using theme analysis. According to the findings of the study, the nation of origin was one of the five most important criteria in the purchase of imported electronic devices by SAUT students. According to the survey, SAUT students believe that imported items are of higher quality, more reliable, and last longer than locally manufactured goods, hence they choose them over locally manufactured ones. The survey also discovered that students had a positive opinion of product quality, brand knowledge, and the level of economic growth linked with the COO image, which influenced their buying decision of electronic items from specific nations. The study suggested that advertising campaigns be developed to improve the COO image of imported electronic goods in order to expand their market share and manage the negative consequences connected with the COO image of particular electronic products.