Zambian Consumers and the Country-of-Origin Effect

Since increase in exportsis highlybeneficial for the economic development and growth of a country, this research exposes the negative effects of a brand’s country-of-origin on consumer purchase intention in developing countries, it exposes how a brand’s country- of-origin in developing countries influences local consumers to purchase imported brands more than local brands. Through the use of a quantitative research method, this research is based on data collected from a sample size of 600 that was analyzed in SPSS. The findings shows that country-of-origin influences the purchase of local and imported FMCGs in Zambia, but its effects are much stronger towards the purchase of imported goods than local goods. Furthermore, the results also reveal that Zambians are prone to purchase imported goods because they trust them. These findings therefore provide empirical evidence of the importance of the need for more studies and usage of country-of-origin and brand trust in marketing research and practice in developing countries.