Aschalew Degoma and Elias Shetemam
Purpose: The purpose of this study is to examine the effects of country-of-origin image on the purchase intention of domestic and foreign products in Ethiopia in order to pin point the key determinant factors based on which managerial recommendations are forwarded. Design/methodology/approach: to accomplish the objectives, a set of questionnaire were developed and dispatched to the respondents as self administered survey. 200 questionnaires were distributed to the randomly selected Bahir Dar University instructors of which 189 filled questionnaires qualified for analysis using structural equation modeling with AMOS 18 version software. Findings: It was determined that country of origin image plays a significant role in predicting purchase intentions towards domestically produced goods and products from European country. The results indicated that the effect of country of origin image is significant in the case of domestic and foreign products in Ethiopia.
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