AYS Corporation’ is an Italian established multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services. The company is well known for its modern designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development. They are currently operational in 10 countries mostly in Europe and North America. Recently, they have opened a store In Mumbai, India and it has been extremely successful there. As there is a successful entry to the South Asian market, AYS decides to open one of their stores in Dhaka, Bangladesh and start operation in 2022. Question: Consumers will differ in their perceived image of a product based on the country of origin (COO). Will the country-of-origin effect be positive or negative in this case? Explain your answer with examples.

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter6: Target Markets: Segmentation And Evaluation
Section6.1: Family-owned Ski Butternut Targets Family Skiers
Problem 3VC: Located in the picturesque Berkshire Mountains of Western Massachusetts, Ski Butternut has been a...
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‘AYS Corporation’ is an Italian established multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services. The company is well known for its modern designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development. They are currently operational in 10 countries mostly in Europe and North America. Recently, they have opened a store In Mumbai, India and it has been extremely successful there. As there is a successful entry to the South Asian market, AYS decides to open one of their stores in Dhaka, Bangladesh and start operation in 2022.

Question: Consumers will differ in their perceived image of a product based on the country of origin (COO). Will the country-of-origin effect be positive or negative in this case? Explain your answer with examples.

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