“Effect of Country of Origin on Low Involvement Products: A

Focal Point on Processed Fruit Industry”

Exam ID: 140131

 Thesis Paper On

“Effect of Country of Origin on Low Involvement Products: A Focal Point on

Processed Fruit Industry”

Prepared For:

Chairman
Examination Committee
MBA Program

Prepared By:

Exam ID: 140131

Area of Concentration: Marketing

Academic Session: 2013-2014

MBA Program

Institute of Business Administration (IBA-JU)

Jahangirnagar University, Savar, Dhaka 1342

September 15, 2015

September 15, 2015

Chairman
Examination Committee
MBA Program
Institute of Business Administration
Jahangirnagar University
Savar, Dhaka-1342

Subject: Submission of the Thesis Paper on “Effect of Country of Origin on Low Involvement Products:
A Focal Point on Processed Fruit Industry”.

Dear Sir

With due respect, it is my pleasure to submit the research paper on “Effect of Country of Origin on Low
Involvement Products: A Focal Point on Processed Fruit Industry”. The paper is submitted as part of the
partial fulfillment of the MBA program. I am grateful to you for providing me the opportunity to have such
an excellent experience.

I have tried to put my best effort for this paper and enjoyed working on this research. I hope my effort
would succeed to your satisfaction. I will be available at anytime convenient to you for clarification of any
point of this research paper.

Sincerely yours,

Exam ID: 140131

Area of Concentration: Marketing
Academic Session: 2012-2013
MBA Program
 Acknowledgement

It is an immense pleasure for me to submit this thesis paper on “Effect of Country of Origin on Low
Involvement Products: A Focal Point on Processed Fruit Industry”. First of all, I would like to praise the
almighty who has enabled me to successfully complete this research work.

I pay my humble gratitude to Dr. Motaher Hossain, Director, Institute of Business Administration,
Jahangirnagar University. I also convey gratitude to the batch manager, Mr. Mohammad Baktiar Rana,
Associate Professor, Institute of Business Administration, Jahangirnagar University.

I would also like to convey my gratitude to my honorable supervisor Dr. Rafiul Huque for his immense
support without which I wouldn’t succeed to complete this work.

At last but not the least I will also like to thank all other honorable faculty members of the Institute for their
encouragement, especially Mr. Nazmul Islam for being an extraordinary director of the institute at the time
of my MBA.
Table of Contents
Executive Summary…………………………………………………………………………………………………………………vii

Introduction .................................................................................................................................... 1

Background of the Study: ............................................................................................................ 1

Problem Statement: ..................................................................................................................... 1

Objective of the Study: ................................................................................................................ 2

Methodology: .............................................................................................................................. 2

Scope of the Research: ................................................................................................................ 3

Literature Review: ....................................................................................................................... 4

Findings ........................................................................................................................................... 5

Respondent Profile: ..................................................................................................................... 5

Income group: ............................................................................................................................. 5

Qualitative Findings: ......................................................................................................... 6

Consumption wise groups of respondents: ............................................................................. 7

Country of Origin as a determinant of product choice making: ............................................. 8

Quantitative Findings ........................................................................................................................... 9

Gender specified factors regarding Country of Origin:............................................................ 9

Customers’ Perception about local brands: ............................................................................. 15

Key Findings and Recommendation ............................................................................................ 16

Conclusion .................................................................................................................................... 17

Annex…………………………………………………………………………………………………………………………..………… 18
List of Tables

SL. Name Page No.

Table 1 Gender specified respondent number 1

Table 2 Gender specified respondents 1

Table 3 Monthly family income of the respondents 1

Table 4 Position of COO as determinant of product choice making 8

Table 5 Ranking of Bangladeshi Processed Fruit Brands Based on 15

Consumer Choice.
List of Figures

SL. Name Page No.

Figure 1 Responses towards Importance of Country of Origin 6

Figure 2 Consumption wise groups of respondents 7

 Executive Summary

Likewise high involvement products, Country of origin or country of manufacturer is an important factor
in consumer choice making of low involvement products. Though the effect is not as vast as it is in cases
of some high end products like electronics goods etc. it still has some decision dominating power. It is
especially true for processed fruit and vegetable items.

Consumers identify COO or country of origin as an important factor for many reasons. According to them
many product characteristics including: Product quality, price, safety, availability, product freshness, taste
etc. rely on COO.

COO is one of the most important factor to be considered while making purchase decision for processed
fruit products. The 26% of respondents of this study marked this factor as fourth most important factor.
According to other 13% of the respondents, it is the most important factor while making purchase decision.

There are certain gender specific aspects of COO. Among them Degree of COO awareness, Perceived
relation of quality with COO, relation of COO with social status etc. are gender specific. But the study
could not find any relation between gender and COO as substitute of Brand attitude.

As, to some consumers COO is the most important factor, clear visibility of the country name in the product
packaging may give a clear understanding about the product to them. Also, to some consumers, perception
about product quality varies with COO. For them COO helps to determine the purchase decision easily.

In our country’s perspective, availability is an issue for products of foreign origin. Some good quality
foreign products are not available in majority areas of Bangladesh. These are available only in some big
departmental stores, super shops and major market places.

Foreign made products are usually of increased price, low availability but some consumers still prefer those
because of better quality and taste than local made products. If local manufacturers can focus on better
quality production, then there is good chance of success in this industry.

VII
Introduction
Background of the Study:
Low involvement products are those products which are frequently purchased over a specific period of time
and involves less consumer participation in the buying process. Generally, low involvement products
includes daily needed food items and other frequently bought products. In case of low involvement
products, consumers don’t think much, and go under a minimum evaluation process.

Though like any other type of product, customers go under a certain process of product evaluation and
decision making to purchase the product. There are many factors regarding the decision making process. In
case of electronic products which generally fall under High Involvement Product category, Country of
origin effect (COO effect) is one of the major concerning issue. Most of the customers’ perception regarding
the product quality is partially determined by the manufacturer’s country.

Country of Origin is an important factor on determining the consumer attitudes, consumer purchase
intentions and behavior (Javed 2013). People while they purchase food items become more sensitive to this
factor. One of the reason may be the associated perception of quality with the country of origin.

Processed fruit items like Jam-Jelly, pickle products is a widely spread FMCG category in Bangladeshi
market. A variety number of brands are competing in the market at this moment. Among them a wide range
of local brands are participating in this competition while there is moderate threat from foreign actors. There
are also some brands that operates only in a certain locality and where they are very popular. This variety
of product origin reminds the necessity to find if there is any Country of Origin (COO) effect in this
industry.

In Bangladesh there is a number of local brands are currently operating in market. While they are competing
with themselves, they have to compete with external brands. So, knowing the impression of country of
origin over brands and consumer buying decision can be a good bet for the market actors.

Page 1 of 17
Problem Statement:
Country of origin is one of the most considerable factors in case of product evaluation process. Though its
use is comparatively less in cases for low involvement products, still it has a considerable amount of impact
on decision making. Thus a good insight on the factor and a greater understanding on the fact is important
for the market actors.

Though Country of origin plays like a single factor, there are a number of elements associated with it. In
most of the cases, it represents a perceived quality of the product. It also determines some other considerable
factors like availability, price etc. so when a consumer determines on choosing a manufacturer country,
he/she actually calculates about those factors also.

To acquire a better knowledge about consumer buying evaluation process, studying country of origin effect
(COO effect) is essential. Though a very few number if good researches have been conducted in this area.
So, there is a need of quality research in this area especially in Bangladesh perspective.

Objective of the Study:

The broad objective of this report is to find the Country of Origin (COO) effect on urban and semi-urban
consumers’ decision making process for available processed fruit products in the marketplace.

The specific objectives of this study will focus on following issues:

 To find out if consumers have any preference in Country of Origin while choosing processed fruit
products.
 To find out the factors affecting consumers’ choice of country of origin
 To find out if consumers have any stereotype about choosing products based on country of origin.

Methodology:
The study mainly used qualitative approach to assess the situation and come to a decision. But to obtain
some of the useful data, some related quantitative approach were also used in the study. Thus it helped to
showcase the scenario in a more specific way.

A total of 103 respondents were used for this research. Mainly non-probability sampling method were used
in the study. As the study is concerned about two major types of respondents: consumers and product
pursuers; it focused on Stratified method of sampling. It would also ensure the maximum heterogeneity

Page 2 of 17
possible within each stratum. To acquire the samples, “Convenience” and “Judgment” methods were also
used to acquire some respondents.

Scope of the Research:

The scope of this study is for educational purpose only. Therefore any professional use would be strictly
discouraged.

The study includes a limited no. of respondents considering the researcher’s ability and constraints. Also,
the study includes only urban and semi-urban respondents. Any rural respondent would be excluded from
this study.

Also, the study were conducted for a limited time and the outcomes of this report is subject to change over
the course of time.

Page 3 of 17
Literature Review:
There are a lots of research works considering Country of Origin effect on consumer buying process
worldwide. But a comparatively smaller number of these researches focused specifically on processed food
items. In Bangladesh perspective, there were no research found based on this issue. As the sector is also in
development likewise other countries, a general in-depth knowledge can be of real use of real development
of this industry.

Consumers usually consider Country of Origin even more before making any decision about purchasing
any processed fruit or vegetable item. Country of Origin effect is not always works with highlighted printing
in the level. Sometimes it may work with a logo off a country and name of a country can be used as country
of origin (Fan, 2006). In present times, some brand names are also used to give a Country of Origin effect
in the minds of consumers.

Wright (1975) found that consumers simplify their decision making process by basing their quality
judgment on brand attribute rather than on product attribute information. In this case, products from a
comparatively well-known country gives a positive perception towards a food item. According to Cai
(1994) the degree of economic development of the producing country does affect consumers’ buying
intentions when other information is also present.

Page 4 of 17
Findings
Respondent Profile:
A sample frame of 103 respondents were contacted for the purpose of this study. Among them, about 59.3%
were male and 40.7% were female. All the respondents belong to urban and sub urban group. The largest
portion of the respondents (71.84%) fall under 20-29 age group.

Both the urban and sub-urban respondents participated in the study. But majority of them are from Dhaka
metropolitan area. Some respondents around Savar and Gazipur area also participated in this study.

Male 61 Age group No of respondents

20-29 74
Female 42 30-39 20
40-49 04
Total 103 50-59 05

Table 2: Gender specified respondents

Table 1:Gender specified respondent number

Income group:
There were two types of respondents in the study. One group were self-earning and another were not.
Among both of the groups, 17 respondents (16.5%) didn’t prefer disclosing their family income. Remaining
86 respondents could be classified as following based on their family income:

Monthly Income No. of Respondents

0-30000 10
30001-60000 40
60001-90000 12
90001-120000 14
120000+ 10
Total 86

Table 3: Monthly family income of the respondents

Page 5 of 17
Qualitative Findings:
Majority of the respondents think that the country of origin is an important factor for choosing processed
fruit items.

Among the respondents, 35 respondents (66.02%) said that they think country of origin is an important
factor for evaluating any processed fruit item. Other 33.98 thinks that country of origin is not one of the
major concerns for choosing any processed fruit item.

The respondents could identify some factors which according to them varies due to variation in
manufacturer country. Among the factors, majority of respondents agreed that quality depends on the
country of manufacturer.

Another factor that depends on COO is that, sometimes perception about unknown brand can be derived
from the name of the manufacturer. In other cases COO gives a confirmation in quality. For example, in
our country “Burmese Chutney” is well known in the market that, anyone familiar with the product chutney
thinks that chutney from Myanmar origin will be better in terms of quality and taste. Availability of
products is another concerned issue. Not products from every manufacturer is available everywhere.
Generally, reputed foreign brand products are available in big market places like super shops etc.

Importance of COO

34%

66%

COO is not important COO is important

Figure 1: Responses towards Importance of Country of Origin

The respondents could identify the following issues as the determinants of the importance of Country of
Origin:

Variation of quality
Confirming standards of unknown brands
Reputation of raw material

Page 6 of 17
 Safety
Availability of raw materials depends on COO
Availability of the product in the market
There were also some values that respondents could identify receiving from their preferred manufacturer
country. The following factors help them to determine their preferred country of origin. In other words,
consumers’ choice of processed fruit producing country defers on the following values:

Price
Quality
Availability
Product Freshness
Range of differentiated Product
Known Taste
Goodwill of the producing country itself

Consumption wise groups of respondents:

No. of processed fruit items consumed by respondents are a way to identify how they are consciously
associated with processed fruit items. The more they consume, the more they are associated or connected
with such type of products. The study has found that majority of respondents (52.42%) consume 1-2 items
of processed fruits (e.g. Jelly, chutney, pickle etc.)

NO. OF ITEMS CONSUMED

BY THE RESPONDENTS
30 28
26 25
25
20 17
15
10 7
5
0
1 item 2 items 3 items 4 items 5 items

Figure 2: Consumption wise groups of respondents

Page 7 of 17
The proportion of the total respondents who consume more than 3 items is relatively less (23.30%). In this
study, it is observed that the number of consumer decreased as the number of consumed items increased.

Country of Origin as a determinant of product choice making:

When purchasing a processed fruit item, consumers consider certain factors in choice making. Among these
factors, country of origin is one of them. Among the majority of the respondents, country of origin is the
4th most important factor in choice making of processed fruit items. According to only 9% of the
respondents, COO is the most considerable factor.

About 50% respondents think that quality is the major concerning issue for purchasing processed fruit
items. According to 26% of the respondents, the second most important issue is brand name. Another 27%
of the respondents thinks Third important factor is price.

Brand Quality Price Country of Packaging Taste

Name Origin
Most Important 21% 50% 4% 9% 9% 8%
Second Most 26% 21% 23% 13% 6% 11%
Important
Third Most 24% 10% 27% 16% 5% 18%
Important
Fourth Most 13% 7% 22% 26% 12% 21%
Important
Fifth Most 9% 10% 9% 15% 32% 26%
Important
Sixth Most 7% 3% 15% 22% 37% 16%
Important

Table 4: Position of COO as determinant of product choice making

Page 8 of 17
Quantitative Findings
Gender specified factors regarding Country of Origin:
This study were focused to extract some common attitudes which Bangladeshi consumers have towards
Country of Origin effect. In a segment in the questionnaire there were some likert scale questions containing
some statements regarding COO. Each statement corresponds one or a segment of one specific attitude.
Thus the study tried to identify some COO related behavioral issues. Then the study tried to identify if these
attitudes are gender specific. And to see if there is any behavioral difference between male and female
respondents. The study worked with the following issues:

1. Degree of COO Awareness: "When I go to buy any processed fruit items, I always look for the
country of Manufacturer."
2. Perceived relation of quality with country of origin: “Processed fruit Products from a well-known
Manufacturing country serves good quality.”
3. Relation of Country of origin and social status: "Processed fruit Products from foreign country
helps me to have a better social status."
4. COO associated loyalty: "In case of product unavailability from my preferred manufacturer
country, I wait till the products to arrive and do not buy other countries’ product."
5. COO as substitute of Brand Name: "To me producer Country's name carry as much importance as
a favorite Brand name."

Chi square analysis was done to determine if there were any significant association between gender and a
specific factor. For each calculation, standard chi square test equation is used:

k
2
(𝑂𝑖 -𝐸𝑖 )2
𝑋 =∑
𝐸𝑖
i=1

For each statement, Null hypothesis and Alternative hypothesis were developed. For each factor, p-value
were calculated and tested with the significance level of 0.05. If the calculated p value were smaller than
the significance level, than the null hypothesis were rejected and alternative hypothesis were accepted.

Page 9 of 17
Degree of COO awareness:

The study tried to find out if there were any significant association between gender and degree of COO
awareness. If this could be found then it can be said that degree of association may vary due to gender
differences. So, the null and alternative hypothesis for this are:

H0 = There is no association between Gender and degree of COO awareness

H1 = There is significant association between Gender and degree of COO awareness

Actual:

Male Female Total

Strongly Disagree 7 1 8
Disagree 19 6 25
Undecided 8 2 10
Agree 18 20 38
Strongly Agree 9 13 22
Total 61 42 103

Expected:

Male Female Total

Strongly Disagree 4.7379 3.2621
8
Disagree 14.8058 10.1942
25
Undecided 5.9223 4.0777
10
Agree 22.5049 15.4951
38
Strongly Agree 13.0291 8.9709
22
Total 61 42
103

Chi square test p value = 0.0133 which is much smaller than the significance value 0.05. So it can be said
that there is existence of significant association.

Page 10 of 17
Perceived relation of quality with country of origin:

For the analysis, following hypothesis were developed:

H0 = There is no association between Gender and Perceived relation of quality with country of origin

H1 = There is significant association between Gender and Perceived relation of quality with country of
origin

Actual:

Male Female Total

Strongly Disagree 2 1 3
Disagree 4 12 16
Undecided 17 5 22
Agree 31 15 46
Strongly Agree 7 9 16
Total 61 42 103

Expected:

Male Female Total

Strongly Disagree 1.777 1.223
3
Disagree 9.476 6.524
16
Undecided 13.029 8.971
22
Agree 27.243 18.757
46
Strongly Agree 9.476 6.524
16
Total 61 42 103

Chi square test result= 0.0085 which is smaller than the significance level 0.05. So there significant
association exists.

Page 11 of 17
Relation of Country of origin and social status:

H0 = There is no association between Gender and Idea of relation of Country of origin and social status

H1 = There is significant association between Gender and Idea of relation of Country of origin and social
status

Actual:

Male Female Total

Strongly Disagree 18 7 25
Disagree 16 24 40
Undecided 10 4 14
Agree 14 6 20
Strongly Agree 3 1 4
Total 61 42 103

Expected:

Male Female Total

Strongly Disagree 14.806 10.194
25
Disagree 23.689 16.311
40
Undecided 8.291 5.709
14
Agree 11.845 8.155
20
Strongly Agree 2.369 1.631
4
Total 61 42 103

Chi square test result= 0.0085 which is smaller than the significance level 0.05. So there significant
association exists.

Page 12 of 17
COO associated loyalty:

Null and Alternative Hypothesis for exploring significant association between Gender and COO associated
loyalty is:

H0 = There is no association between Gender and COO associated loyalty

H1 = There is significant association between Gender and COO associated loyalty

Actual:

Male Female Total

Strongly Disagree 16 3 19
Disagree 24 22 46
Undecided 12 3 15
Agree 8 13 21
Strongly Agree 1 1 2
Total 61 42 103

Expected:

Male Female Total

Strongly Disagree 11.2524 7.7476
19
Disagree 27.2427 18.7573
46
Undecided 8.8835 6.1165
15
Agree 12.4369 8.5631
21
Strongly Agree 1.1845 0.8155
2
Total 61 42 103

Chi square test result= 0.0140 which is smaller than the significance level 0.05. So there is significant
association exists.

Page 13 of 17
COO as substitute of Brand Name:

Null and Alternative hypothesis for the analysis is:

H0 = There is no association between Gender and COO as substitute of Brand Name

H1 = There is significant association between Gender and COO as substitute of Brand Name

Actual:

Male Female Total

Strongly Disagree 4 3 7
Disagree 25 11 36
Undecided 8 4 12
Agree 17 16 33
Strongly Agree 7 8 15
Total 61 42 103

Expected:

Male Female Total

Strongly Disagree 4.146 2.854
7
Disagree 21.320 14.680
36
Undecided 7.107 4.893
12
Agree 19.544 13.456
33
Strongly Agree 8.883 6.117
15
Total 61 42 103

Chi square test result= 0.4574 which is much bigger than the significance level 0.05. So it can be said that
in this case no significant association exists between Gender and COO as substitute of Brand Name.

Page 14 of 17
Customers’ Perception about local brands:
Respondents were asked to rank the available Bangladeshi brands based on their choice. Among the
responses, majority of them (41%) ranked PRAN as their first choice. Then 40% of the respondents think
Ruchi is the second best producer for processed fruit item.

1st 2nd 3rd 4th 5th 6th No

response
Ruchi 22% 40% 17% 6% 1% 4% 10%
Pran 41% 18% 12% 7% 14% 4% 5%
BD 5% 15% 28% 18% 15% 8% 12%
Meridian 4% 5% 12% 30% 31% 5% 14%
Ahmed 16% 13% 17% 21% 20% 4% 9%
Other 8% 2% 5% 3% 7% 32% 44%

Table 5: Ranking of Bangladeshi Processed Fruit Brands Based on Consumer Choice.

Page 15 of 17
Key Findings and Recommendation
The study could find that there is an effect of Country of Origin on consumer mind. It is associated with
product quality sometimes. Availability of foreign originated processed fruit products is also an issue in
Bangladeshi perspective.

Though the main purpose of the study were to analyze the situation to have a better understanding on present
situation of Country of Origin effect, it could successfully recommend some issues regarding it.

1. Country of Origin have an implied impact on consumer mind. So, it should have well visibly written
on the packaging.
2. Some consumers always prefer own products over foreign products due to strong ethnocentrism.
Local companies can take this advantage and promote based on COO.
3. Quality and price has a relation with the Country of Origin. So sometimes a product should be
priced based on the origin. Local products can be price competitive to fight with foreign brands.
4. Product quality perception is directly related with COO. So, there is no alternative to upraise the
goodwill of local made products than increasing the quality. Then more people will be interested
in buying local products rather than buying foreign products.

Page 16 of 17
Conclusion
Country of origin (COO) is a dominant issue for any type of high involvement product especially in case
of electronics goods. Because in almost every cases, some countries have a good reputation in
manufacturing quality products. Thus a product from those country ensures a good quality in most of the
times. In case of low involvement products like processed fruit items, people don’t really spend a
considerable amount on judging based on COO. But when it comes to judging an unknown product, COO
can play a dominating role sometimes.

Factors like COO effect is almost a psychological aspect which is difficult to interpret in numerical terms.
Rather the study tried to analyze the situation that could lead to a better understanding of the fact.

Some aspects of COO can depend on some demographic characteristics such as income, location and even
on gender. Such variety on the choices leads to a complex situation where it is tough to identify core
determinants of choice. But in general, the study could find a scenario of the present situation.

Expectation on quality, price is partially determined by COO. Such factors has an implied effect on
consumer choice making. Discrepancies between these factors may lead to consumer dissatisfaction and
negative impact on the product.

Page 17 of 17
Annex
References

Cai, Y. (1994). Country-Of-Origin Effects on Consumers' Willingness to Buy Foreign Products: An

Experiment in Consumer Decision Making. NanKai University, China.

Dennison A. (2009). Country of Origin Labeling: Just the Facts. Monarch Products and Services.

Javed, A., Hasnu, S. A. (2013). Impact of Country-of-Origin on Product Purchase Decision. Journal of
Marketing and Consumer Research, vol.1

Elliot, G. R., Cameron, R. C. (1994). Consumer Perception of Product Quality and the Country-of-Origin
Effect. Journal of International Marketing, Vol.2, pp. 49-62

Morello, G. (1984). The ‘Made-In’ issue: A comparative research on the image of domestic and foreign
products. European Research, 12, 5-21.

Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi- national products.
Journal of International Business Studies, 19(2), pp. 235-255.

Heslop, L. A., Liefeld, J. P., & Wall, M. (1987). An experimental study of the impact of country-of-origin
information. In R. E. Turner (Ed.), Marketing, 8 (pp. 179-185). Toronto: Administrative Sciences
Association of Canada-Marketing Division.
Sample Questionnaire

Survey Questionnaire
Questionnaire on Processed Fruit Items

Disclaimer: The study is solely for educational purpose. The data collected for the study will remain
anonymous and will not be disclosed to any third party. Completion of this questionnaire will indicate
your consent to participate.

Name (Optional): Contact No. (Optional):

Age: Gender:

Address:

Monthly Family Income:

1. Please Indicate the type of processed fruit items you buy for you and your family members (please
put a tick √ mark):

Fruit Paste Jam

Jelly Chutney

Pickle Marmalade

Others (Please Specify):

2. Do you think country of origin or Country of manufacturer is an important factor for processed
fruit products? Why do you think so?
 3. Please try to write the values you receive from your favorite country’s products: (e.g. famous
brands’ products, extraordinary quality, reasonable price, availability etc.)

4. If all other factors (e.g. price, availability, taste etc.) remains constant, would you prefer foreign
products over local made products? Why or why not? Please mention three most important reasons.

5. When purchasing a processed fruit item, which of the following comes first to your consideration?
Please rank as 1=most considerable, 2= second most considerable, 3=third most considerable and
4= Fourth Most Considerable, 5=Fifth most Considerable, 6= Sixth most considerable

Brand Name

Quality
Price

Country of Origin

Packaging
Taste
Other (Please Specify)

6. There is a list of statement below. Please select (please put a tick √ mark) the corresponding
answer associated with each of it:

i. When I go to buy any processed fruit items, I always look for the country of Manufacturer.

Strongly Disagree Disagree Undecided Agree Strongly Agree

ii. Processed fruit Products from a well-known Manufacturing country serves good quality.

Strongly Disagree Disagree Undecided Agree Strongly Agree

iii. Processed fruit Products from foreign country helps me to have a better social status.

Strongly Disagree Disagree Undecided Agree Strongly Agree

iv. I always buy processed fruit products of my favorite manufacturer country.

Strongly Disagree Disagree Undecided Agree Strongly Agree

v. In case of product unavailability from my preferred manufacturer country, I wait till the products
to arrive and do not buy other countries’ product.

Strongly Disagree Disagree Undecided Agree Strongly Agree

vi. To me producer’s Country name carry as much importance as a favorite Brand name.

Strongly Disagree Disagree Undecided Agree Strongly Agree

7. In your opinion which of the following Bangladeshi Brands provide the best quality in processed
fruit items? (Please rank according to your preference)

Ruchi

Pran

BD

Meridian

Ahmed

Others (Please Specify)

Thank you very much for your cooperation!