The Effect Of Country Of Origin On Mobile Buying Behavior Of Consumers

The study aims at investigating country of origin effects on mobile phone buying behavior of consumers. The construct of Country of origin is studied in terms of brand image and Technological innovation in order to have in-depth insights.The survey technique based on questionnaire is used to collect data. The sample population is 200 mobile phone users from large cities of Pakistan. We retrieved 175 valid questionnaires; the effective rate was 89%. Then the research was used descriptive statistical analysis on the sample data. Finally, the study regards consumer behavior as dependent variable and independent variables include country of origin, product knowledge and Ethnocentrism. Furthermore, Price and income are control variables.The regression analysis and correlation analysis were used to analyze the relationship between consumer behavior and country of origin, product knowledge and Ethnocentrism.The results show that Country of origin in terms of "Brand image"and "Technological innovation" has positive impact on buying behavior of Pakistani consumers while purchasing mobile phones. The product knowledge has positive relationship with Pakistani consumer behavior. Mostly mobile phone of Huawei, Iphone,Q mobile,Samsung galaxy from China,USA,Pakistan,Korea are famous among pakistani consumers. The high income class of Pakistani consumers are so strongly influenced by the Country of image in terms of "technological innovation"and "brand image" but with low income Pakistani consumers are strongly influenced by ethnocentrism (buy their own country’s mobile phone). If they have good experience in past they will buy the mobile of the same country again.The current study is conducted in Pakistan which is a developing country. The study shows valuable empirical results about the effects of the Country of origin with reference to a developing country.The finding of country of origin research will be significant for mobile phone manufacturers and business operators in developing countries such as Pakistan.However; the research is still facing many problems. This paper is a try and it still needs a large sample data to support. This is also a study on the future.