The Impact Of Sri Lankan Buy National Campaign To The Attitude Toward Country Of Origin

Abstract

The effect that country of origin has on purchase behavior is an important issue for marketers and it is an increasingly discussed topic in the marketing literature. This research aimed to investigate whether there is an attitude change towards the country of origin among the Sri Lankan consumers because of ‘Buy National Campaign’ carried out in Sri Lanka. Other objectives of the research are to find out how far Sri Lankan consumers willing to buy domestic products and find out the awareness of the Logo used by this campaign among Sri Lankan consumers. A sample of 150 consumers was selected and a Likert scale was used to measure the constructs. According to the research findings consumers do not treat the country of origin as an only important factor when purchasing a product. They think country of origin of a product would reflect the technological sophistication of the product. The Buy National campaign in Sri Lanka is not strong enough to influence consumers to buy domestic products. Some consumers do not know even about such a campaign is in existence.