Analyze Country of Origin Image based on  Importance – performance Matrix (The Case: Consumers of Iranian Goods in Iraq)

Sharif Askari, Mohammad Reza; Sobhanifard, Yaser; Bazzaz, Zeinab

Analyze Country of Origin Image based on Importance – performance Matrix (The Case: Consumers of Iranian Goods in Iraq)

Document Type : Original Article

Authors

Mohammad Reza Sharif Askari ¹

Yaser Sobhanifard ²

Zeinab Bazzaz ³

¹ M.Sc. of Business Management, Naser Khosrow Institute of Higher Education, Saveh, Iran

² Assistant Professor, Department of Business Management and Engineering, Iran University of Science & Technology, Tehran, Iran

³ M.Sc. of Business Management, College of Farabi, University of Tehran, Qom, Iran

Abstract

The country of origin imagine is an affecting factor on consumers’ perception on foreign goods and intention to purchase. Importance – performance matrix is a tool to investigate the importance and performance (status) of country of origin imagine simultaneously. Therefore, present study aims at investigating the performance and importance of Iran in Iraqi consumers’ minds by using importance – performance matrix. In terms of purpose, this is an applied study while it is a survey in terms of data collection method. Its population consists of all Iraqi citizens who have consumed Iranian foodstuffs at least one time. According to Morgan Table and due to unlimited population, 384 subjects were selected by availability technique. Research instrument was a questionnaire that its content validity and reliability was examined and confirmed. Research findings indicate that four aspects of country of origin image (cognitive, emotional, industrial and normative evaluation) are highly important among Iraqi consumers. Of these four aspects, cognitive and normative evaluations are in proper situation while emotional and industrial evaluations are weak.

Keywords

Cognitive evaluation

Country of origin imagine

Emotional evaluation

Industrial evaluation

Normative evaluation