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Will covid-19 pandemic change cooi impact on evaluation stage of mature Egyptians buyers for a new car (exploratory study)

Author: 
Adel M. Torieh, Nevine A. Youssef, Omneya M. Moharam and Yara M. Ibrahim
Subject Area: 
Social Sciences and Humanities
Abstract: 

Country of Origin (COO) can be defined as the total of all descriptive, inferential, and informational beliefs buyers shape about a country versus others. In the marketing literature, the COO effect is known to determine the activation of associations (positive or negative) in the consumer’s mind, which then affect the consumer’s propensity to buy (or not buy) products from that specific COO. The COO effect is exercised primarily through the country’s image. Accordingly, this research will examine the COOI impact on the evaluation stage of mature Egyptian buyers for a new car, and how the COVID-19 pandemic will affect this relationship. The research will apply qualitative research through a focus group of 61 Egyptians in Cairo and Alexandria. The results show that there is a strong relationship between the quality of passenger cars and (Stability Economy as well as Governmental Management);moreover, there is aweak relationship with (Social Discipline as well as Political Response.

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