Research Symposium

BIO

Hello! My name is Judith Ortega, and I am a first-generation, second-year student majoring in Media Communication with a minor in Hispanic Marketing at Florida State University. During my time at FSU, I plan to enhance my professional skills and develop a strong networking community. My goal is to pursue higher education while working in the entertainment industry.

Examining the Country of Origin (COO) Effect on Consumer Perception and Purchasing Behavior of Mexican Small Business and Artisanal Products

Abstract

This study examines the extent to which the country of origin (COO) effect influences consumer perceptions of products from small Mexican businesses, such as tequila, mezcal, and Talavera pottery, in both Mexico and the United States. It analyzes how Mexican consumers perceive their own products compared to American consumers and how these perceptions impact their purchase intentions. The COO effect, introduced by Britain in 1887, refers to the perception of a product’s origin based on its branding, packaging, or labeling, shaping expectations regarding quality, reliability, and value (Nagashima, 1970; Papadopoulos & Heslop, 1993). This study reviews recent literature on the COO effect, assessing the reliability and validity of previous findings and examining the constructs used to measure COO’s influence on consumer attitudes and behaviors toward Mexican-made artisanal goods. A pilot test identifies and validates the COO scale, followed by data collection in Mexico and the United States to gain deeper insights into consumer perceptions and purchasing behaviors. The findings provide valuable implications for businesses, particularly in the marketing and positioning of Mexican products. Understanding the role of COO in shaping consumer preferences helps small businesses develop effective branding strategies, improve market positioning, and enhance consumer trust, ultimately influencing purchasing decisions and business success in both domestic and international markets.

Keywords: COO, Mexican Artisanal, Judith