Volume 21, Issue 2, September 2017, Pages 183–194
Ahmed Moustapha MFOKEU1
1 Department of management, Faculty of Economics and Management, University of Yaounde II, Yaounde, Cameroon
Original language: English
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This study aims at assessing the effect of the perceived competence of a country of origin on the perceived quality of cars and jeans trousers in the urban areas of Cameroon. Investigations have been carried out on the field and data have been collected from a sample of 784 consumers, surveyed via the Internet and supplemented by a questionnaire «paper pencil» in the cities of Douala and Yaoundé. The structural equation models to latent variables has been used in this research. The main results clearly show a positive effect of the perceived competence of a given country of origin on the perceived quality of the products by Cameroonian consumers living or coming from urban areas. The effect of a given country of manufacture is also proven to be more significant than that of the country of design. We further noticed an increase of the effect of the country of design on the perceived quality of products when the technological complexity of the products increases. Conversely, a decrease of the effect of the country of manufacture on the perceived quality of the products is recorded when the technological complexity of a product increases. The moderating effect of the technological complexity of a given product is therefore proven.
Author Keywords: Country of origin, overall image, perceived competence, perceived quality, technological complexity.
Ahmed Moustapha MFOKEU1
1 Department of management, Faculty of Economics and Management, University of Yaounde II, Yaounde, Cameroon
Original language: English
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This study aims at assessing the effect of the perceived competence of a country of origin on the perceived quality of cars and jeans trousers in the urban areas of Cameroon. Investigations have been carried out on the field and data have been collected from a sample of 784 consumers, surveyed via the Internet and supplemented by a questionnaire «paper pencil» in the cities of Douala and Yaoundé. The structural equation models to latent variables has been used in this research. The main results clearly show a positive effect of the perceived competence of a given country of origin on the perceived quality of the products by Cameroonian consumers living or coming from urban areas. The effect of a given country of manufacture is also proven to be more significant than that of the country of design. We further noticed an increase of the effect of the country of design on the perceived quality of products when the technological complexity of the products increases. Conversely, a decrease of the effect of the country of manufacture on the perceived quality of the products is recorded when the technological complexity of a product increases. The moderating effect of the technological complexity of a given product is therefore proven.
Author Keywords: Country of origin, overall image, perceived competence, perceived quality, technological complexity.
How to Cite this Article
Ahmed Moustapha MFOKEU, “Perceived competences of the country of origin and perceived quality of products in Cameroon: Case of cars and jeans trousers,” International Journal of Innovation and Applied Studies, vol. 21, no. 2, pp. 183–194, September 2017.
