Domestic Country-of-Origin Cues and Consumer Purchase Intentions for FMCGs: Empirical Evidence from Saudi Arabia and Qatar: 26235
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https://doi.org/10.35716/IJED-26235
Author: Mohammed A. S. Ibrahim, Abdulaziz K. Alotaibi, and Vardan Aleksanyan
Author Address: Department of Management and Business, Faculty of Economics and Management, Yerevan State University, 1-Alex Manoogian St, Yerevan 0025 (Armenia)
Abstract
This study investigated the influence of domestic country-of-origin
(COO) cues on consumer evaluations and purchase intentions for fast-moving
consumer goods (FMCGs) in Saudi Arabia and Qatar. Using a quantitative survey
of 316 respondents, the study examined how consumers perceived domestic
products compared to foreign alternatives across the two GCC markets. The
findings revealed that domestic COO cues positively affected consumer
evaluations and purchase intentions in both countries, although the effect was
stronger in Saudi Arabia than in Qatar. The results suggested that Saudi
Arabia’s culturally homogeneous population strengthened preference for local
products, while Qatar’s expatriate-majority population produced a more moderate
responses. The study highlighted the importance of perceived quality, trust,
and reliability and provides policy insights for domestic branding and
localisation initiatives in GCC markets.
Keywords
Brand equity, consumer ethnocentrism, cross-national analysis,
fast-moving consumer goods, marketing strategy.
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