Country of origin perception and industrial purchase decision-making in New Zealand

This paper focuses on the impact of country of origin (COO) factors on New Zealand purchasing managers’ perceptions of two categories of industrial products, namely machine tools and component parts. These products are from 17 countries which are categorised in three kinds, namely developed, newly industrialised and industrialising countries. In this study a distinction is also made between country of design and country of assembly. Despite the debate that COO effects may no longer be clearly delineated because of globalisation of markets and outsourcing, this study confirms the importance of COO in industrial purchase decision-making by managers in New Zealand.