The Influence Of The Origin Of Country On Consumer Intentions

Mongolia, Russia and China advocate socialism, and they are all experiencing transformation from planned economy to market economy. With the rapid development of economy and technology, European countries and China have become important source of Mongolia’s imports. In importing and exporting trade, with its close relationship, a lot of consumer goods and supplies are mainly imported from China, and shoes are one of them with no exception. In Mongolia, social labor is not very concentrated, and shoe-manufacturing companies are very rare, which makes Mongolia’s shoe brand relatively small. Thus, with these numerous shoe brands how is consumers’attitude towards all those brand’s country of origin, how do they affect their product beliefs, brand attitude and purchase intention.I’m a foreign student in China, from Mongolia; therefore this research paper’s survey was taken place in Ulaanbaatar, Mongolia. On my research paper I used methods like interviews, pre survey and questionnaire designs. Survey questionnaires were all designed and written in Mongolian. I did a detailed research on Mongolian high-grade shoe consumers’market, specifically on effect of country of origin on consumer’s purchase intention, brand’s country of origin, product belief and brand attitude.This study has used one on one interview with consumers, pre survey and questionnaire methods to investigate about Mongolian consumers when choosing high-grade shoes. Does country of origin affect them or not, through our empirical data analysis I drew these following conclusions:there is positive correlation between the image of country of origin on high-grade shoes and consumers’product belief and brand attitude; consumer’s product belief on some high grade shoe’s country of origin and consumer’s attitude towards brand and purchase intentions are positively related; the image of high-grade shoes’country of origin has no direct influence on multi product knowledge consumers’purchase intentions; consumer’s product (brand) knowledge act as intermediate variables that influences the effect of high grade shoes’ country of origin; demographic variables (age, education level) act as intermediate variables that influences the effect of high grade shoes’country of origin.