This dissertation examines the relative importance of country of manufacturing and country-of-brand versus the functional attributes for industrial products. The study examines country of origin, country-of-brand origin, and how they affect the purchasing team, or what is referred to in this study as the decision-making unit, when purchasing commercial refrigeration compressors.
The literature reveals that the international marketing community has been looking at the country-of-origin and what effect it has on the purchasing decision-making process. Even though the world seems to be becoming smaller, purchasing people may still be valuing the country or brand effect before making final purchasing decisions.
A conjoint analysis experiment was performed with a group of people who have purchased commercial refrigeration compressors in the past 5 years. The QuestionPro web page was used to collect the data from global users, where they were asked to rank the 36 conjoint analysis cards and a questionnaire which was to determine the respondents' demographic characteristics.
| Identifer | oai:union.ndltd.org:nova.edu/oai:nsuworks.nova.edu:hsbe_etd-1028 |
| Date | 12 August 2010 |
| Creators | Eggertsson, Matthias |
| Publisher | NSUWorks |
| Source Sets | Nova Southeastern University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | HCBE Theses and Dissertations |
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