The Effects of China’s Country-of-Origin Image on Uzbekistani Consumers’ Food Purchase Intentions

Abstract

Country of origin (COO) is one of the key extrinsic factors to consumers in their decision-making process. This research evaluates the effects of COO image on food purchase intentions in terms of Chinese processed foods among Uzbekistani customers, and there are four dimensions of COO image: product, economic, people, and international relationships. A questionnaire was distributed to consumers in the city of Tashkent, and a total of 287 valid samples were collected. The collated data were analyzed using frequency distribution and charts in addition to Cronbach’s alpha, which was utilized to determine the reliability of the variables. In addition, definitions and explanations were provided with the aid of means and standard deviations, percentages, correlation, and regression. The results showed that product image and people’s perception of COO image influence customers’ food purchase intentions, but there is no significant correlation between economic image or international relationship image and customer purchase intentions inclined towards foods manufactured in China based on the view of Uzbekistani consumers. Furthermore, the outcomes indicated that the effect of COO image would vary based on the nationality of the consumer.