Factors Influencing Importance of Country of Brand and Country of Manufacturing in Consumer Product Evaluation

Bangladesh, a developing country, has significant import dependence since its inception. This study attempted to identify the factors influencing significance of country of brand and country of manufacturing in consumer product evaluation. Two models, one for country of brand and another for country of manufacturing tested in this study. Regression models for country of brand and country of manufacturing demonstrate statistical significance with R2 value of .970 and .935 respectively. The determinants posed statistically significant influence for country of brand are technological superiority, price level, reliability, performance, and durability; while significant variables influencing country of brand are price level, value for money, and aesthetical design.