The effect of brand country origin on consumer purchase behavior: The case of Djibouti

With the acceleration of international trade and the emergence of consumer society, products from various countries are on the shelves, and consumers have multiple options. However, because of the increased cases of production relocation, cooperation between subcontractor countries, and production at the international level, it has become increasingly difficult for the consumer to attribute the origin to the product. As a result, researchers are interested in the country of origin and its effects on consumer behavior. This study aims to determine the effect of country of origin image ve the effect of brand awarness criterion on brand loyalty. For this reason, a study was conducted to measure the impact of branded products of three countries, including France, which is a developed country, and China and Turkey, which is a developing country, on Djibouti consumers. The questionnaire applied in the study was carried out with a sample of 400 people between 1 July and 1 August 2020. In addition to the origin images of the three countries in question, this study also enabled Djibouti consumers to highlight their brand loyalty levels. Thus, consumer perceptions of the branded products of these three countries were analyzed. The study's findings confirmed the hypotheses that had been developed. It has been determined that developed-country products have a better image of their country of origin than developing-country products