Country of origin stereotype on selected car among the consumers in Kota Kinabalu city / Gary Albert Jimbih

Country-Of-Origin (COO) analysis focuses on buyer's opinion regarding the relative qualities of goods and services produced in various countries. The images of countries and their relationships with product are an integral part of daily life. "Made in" labels as such have been used to identify product origin. Further more, the practical used of Country-Of-Origin identifiers became important with the international trade explosion. Along with the recent debate on the national cars issues, it was critical that a proper study should be conducted to determine our nation consumer current taste and preferences towards local and foreign made cars. Extrinsic determinacy often said to influence consumer buying decision as well as acting as a cues for the basis of their evaluations of product quality because it is so often difficult for them to recognize a product's true intrinsic quality. Therefore, intrinsic cues were channeled through the consumer knowledge and expectation towards a particular country in which a product or service belong. Knowledge on other foreign country activities and development, increases consumer awareness on the latest technology available in other country and therefore affects their decision in purchasing activity. In view of the rapidly growing number of citizen particularly in Kota Kinabalu City, the need for cars becoming extremely important to fulfill daily activities and traveling requirement. With the introduction of various brands of cars from various origins and manufacturer, knowledge towards product country-of-origin became an essential part to determine customer most preferable car. The survival of our very own and first national cars "Proton" in the future will also be determine by the current consumer country-of-origin stereotype pattern.