Country-of-origin product image and willingness to purchase vitamin supplements

This article investigates the country-of-origin (COO) product image consumers hold with regard to vitamins which they perceive to originate from different countries as well as their willingness to purchase vitamins that originate from these countries. Results indicate that respondents consider the COO product image of vitamins originating from South Africa and USA equally favourably, but more favourably than Chinese vitamins. Respondents are also more willing to buy vitamins originating from South Africa than those originating from USA or China. The study also found moderate to strong correlations between the COO product image and the willingness of respondents to purchase vitamins originating from each country.