The purpose of this study is to learn the influence of country of origin image

toward Uzbek consumer`s attitude and purchase intention on apparel products

from South Korea, Turkey and Uzbekistan.

Based on the objectives of the study, the online survey questionnaire was

employed to collect the primay data through google form application. A total of

203 Uzbek people completed and returned usable quetionnaires. After that, the

colleted data analyzed through Statistical Package for the Social

Sciences software (SPSS), version 16. Simple linear regression analysis was

conducted twice 1) COO image toward Attitude, 2) Attitude toward Purchase

Intention.

The findings showed that COO image has postive influence on Uzbek consumers`

attitude toward South Korean and Turkish apparel products, but showed no

influence on Uzbek consumers` attitude toward Uzbek apparel products. And we

found out that Attitude of Uzbek consumers` has influence on their purchase

intention positively. in general, it was concluded that imported apparel products

were evaluated more favorably than domestic apparel products for Uzbek

consumers

BEKMURODOV, BAKHTIYOR

UAJY repository

THESIS  THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON UZBEK  CONSUMERS` ATTITUDE AND PURCHASE INTENTION TOWARD APPAREL PRODUCTS          BAKHTIYOR BEKMURODOV No. Mhs. : 125001885/PS/MM      PROGRAM STUDI MAGISTER MANAJEMEN  PROGRAM PASCASARJANA UNIVERSITAS ATMA JAYA YOGYAKARTA 2014       v ACKNOWLEDGEMENT The dissertation presents one of the most challenging projects I have ever undertaken. It would not be possible without the help of  a number of people.  First of all, I would like to express my sincere gratitude to my supervisor, Mrs Mahestu Krisjanti, for her guidance, suggestion, support, patient, and availability during the entire period of my dissertation.  I extend my grateful thanks to all my dosens in Atma Jaya University Yogyakarta Indonesia.  Also, I would like to take this opportunity to show my appreciation for my coursemates and classmates in Atma Jaya University, for supporting and encouraging me throughout the MSc course. Furthermore, I would like to say thanks to all the participants for sparing their valuable time to take part in the survey questionnaires. Above all, I would like to express my love and appreciation to my family: grandma, mum and dad for their enduring love, support, encouragement and care;  To my brother and sisters, Adiba, Munira and Anvar, for always being by my side. Without all these, it would not have been possible for me to complete my dissertation as well as my study in Indonesia.        vi Abstract The purpose of this study is to learn the influence of country of origin image toward Uzbek consumer`s attitude and purchase intention on apparel products from South Korea, Turkey and Uzbekistan. Based on the objectives of the study, the online survey questionnaire was employed to collect the primay data through google form application. A total of 203 Uzbek people completed and returned usable quetionnaires. After that, the colleted data analyzed through Statistical Package for the Social Sciences software (SPSS), version 16. Simple linear regression analysis was conducted twice 1) COO image toward Attitude, 2) Attitude toward Purchase Intention. The findings showed that COO image has postive influence on Uzbek consumers` attitude toward South Korean and Turkish apparel products, but showed no influence on Uzbek consumers` attitude toward Uzbek apparel products. And we found out that Attitude of Uzbek consumers` has influence on their purchase intention positively. in general, it was concluded that imported apparel products were evaluated more favorably than domestic apparel products for Uzbek consumers.    Keywords: COO image, attitude toward the product, purchase intention, apparel products             vii TABLE OF CONTENTS  DECLARATION.....................................................................................................................i ABSTRACT...........................................................................................................................ii ACKNOWLEDGEMENTS .....................................................................................................iii LIST OF FIGURES..................................................................................................................x LIST OF TABLES...................................................................................................................xi LIST OF CHARTS .................................................................................................................xii CHAPTER I. INTRODUCTION .................................................................................... 1 1.1. Background of the study ..................................................................................... 1 1.2. Research question ............................................................................................... 4 1.3. Purpose of the research ....................................................................................... 4 1.4. Benifits of the research ....................................................................................... 5 1.5. Structure of the research ..................................................................................... 5 CHAPTER II. LITERATURE REVIEW ....................................................................... 7 2.1. Country of Origin ................................................................................................ 7 2.1.1. Country of Origin Image ............................................................................. 7 2.1.2. Country Image and Country of Origin image ............................................. 8 2.1.3. Country of Origin Effect ........................................................................... 12 2.1.4. The importance of Country of Origin. ...................................................... 16 2.2. Attitude ............................................................................................................. 17 2.2.1. Components of Attitude ............................................................................ 18 2.2.2. The Relationship between Country of Origin and Attitude. ..................... 19 2.3. Purchase Intention ............................................................................................. 21 2.3.1. The role of Purchase Intention .................................................................. 22 2.4. Consumption of Apparel ................................................................................... 23 2.5. Conceptual Framework ..................................................................................... 26 2.6. Hypothesis development ................................................................................... 27 CHAPTER 3. RESEARCH METHODOLOGY ..............................................................    viii 3.1.     Research approach ............................................................................................. 30 3.1.1.       Quantitative  Research .............................................................................. 31 3.2.     Data Sources (Primary data) .............................................................................. 31 3.3.     Data collection methods ..................................................................................... 31 3.3.1.      Self-Completion Questionnaire .................................................................. 32 3.3.2.      Pretesting the Questionnaire ...................................................................... 33 3.4.     Operational definations and questionnaire structure .......................................... 34 3.5.     Sampling ............................................................................................................ 36 3.5.1.      Sample size. ............................................................................................... 37 3.6.     Data analysis ...................................................................................................... 37 3.6.1.      Data coding and entry ................................................................................ 38 3.6.2.       Descriptive analysis. .................................................................................. 39 3.6.3.      Regression analysis .................................................................................... 40 3.7. Quality criteria .................................................................................................. 41 3.7.1.      Validity ...................................................................................................... 41 3.7.2.       Reliability .................................................................................................. 45 3.8. Ethical principles .............................................................................................. 46 CHAPTER IV. RESULTS AND DISCUSSION .......................................................... 48 4.1.     Description of the research ................................................................................ 48 4.2.      Characteristics of the respondents ..................................................................... 48 4.2.1. Gender ....................................................................................................... 49          4.2.2.        Age………………………………………………………………………49 4.2.3. Income ....................................................................................................... 50 4.2.4. Shopping frequency .................................................................................. 50 4.2.5. Country preference .................................................................................... 51 4.2.6. Access to internet ...................................................................................... 53 4.3. Results of simple linear regression ................................................................... 53 4.3.1. Results of COO image toward Attitude. ................................................... 54     4.3.2.      Attitude toward Purchase Intention .......................................................... 57 4.4. Analysis and discussion .................................................................................... 60 4.4.1. Country of  Origin image toward Attitude ................................................ 61   ix 4.4.2. Attitude toward Purchase Intention ........................................................... 62 CHAPTER V. CONCLUSION AND RECOMMENDATIONS ................................. 64 5.1.     Conclusion ......................................................................................................... 64 5.2.1.      Implications for foreign companies. .......................................................... 66 5.2.2.      Implications for domestic companies and joint ventures ........................... 67 5.3.     Limitations and future research directions ......................................................... 67 References ........................................................................................................................ 70 Appendix 1.  Questionnaire (ENG) ............................................................................... 74 Appendix 2.  Questionnaire (UZB) ................................................................................ 78 Appendix 3.  Reliability and validity ............................................................................. 82 Appendix 4.  Simple linear regression analysis ............................................................ 89                    x LIST OF FIGURES  Figure 1.1. Research Structure...............................................................................6 Figure 2.1. Simple Representation of Tricomponent Attitude Model...................19 Figure 2.2. Halo Model.........................................................................................20 Figure 2.3. Flexible Model....................................................................................21 Figure 2.4. Conceptual Framework.......................................................................26 Figure 3.1. Testing scheme of simple regression analysis………………………41                   xi LIST OF TABLES Table 3.1. Operational definitions and questionnaire structure.............................35 Table 3.2. Validity test..........................................................................................44 Table 3.3. Reliability test.......................................................................................45 Table 4.1. Results of Simple Linear Regression. COO image toward attitude on South Korean Apparel products.............................................................................55 Table 4.2. Results of Simple Linear Regression. COO image toward attitude on Turkish apparel products........................................................................................56 Table 4.3. Results of Simple Linear Regression. COO image toward attitude on Uzbek apparel products..........................................................................................57 Table 4.4. Results of Simple Linear Regression. Attitude toward purchase intention on South Korean apparel products..........................................................58 Table 4.5. Results of Simple Linear Regression. Attitude toward purchase intention on Turkish apparel products....................................................................59 Table 4.6. Results of Simple Linear Regression. Attitude toward purchase intention on Uzbek apparel products......................................................................60           xii LIST OF CHARTS Chart 4.1. Gender..................................................................................................49 Chart 4.2. Age.......................................................................................................49 Chart 4.3. Income..................................................................................................50 Chart 4.4. Shopping frequency.............................................................................51 Chart 4.5. Country preference...............................................................................52 Chart 4.6. Access to internet.................................................................................53    

THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON UZBEK CONSUMERS` ATTITUDE AND PURCHASE INTENTION TOWARD APPAREL PRODUCTS

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THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON UZBEK CONSUMERS` ATTITUDE AND PURCHASE INTENTION TOWARD APPAREL PRODUCTS

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