Examining Country of Origin Effect among Generation Z Consumers in Kazakhstan: A Study in the Home Appliance Industry

Abstract

This study examines the relationship between country of origin and product evaluation among Generation Z consumers in Kazakhstan in the home appliance industry. The objectives of the study are defined and quantitative and qualitative designs of the study are used to collect data from convenience and snowball samples. A questionnaire was developed for consumers and the two-stage interview was conducted among HA shop assistants and customer respondents. Statistical analysis methods: Spearman’s Rho correlation, percentage, and content analyses. The results indicated that the majority of respondents think that German and South Korean HA products are of higher quality than those from the other nations, while China and Russia's goods are associated with affordable prices and South Korean ones with innovative designs. These associations affect how customers rate similar products available on the market from various states. The article's conclusion outlines the limitations of the findings after a detailed result discussion. This research could help local and international businesses who operate in Kazakhstan to enhance their business strategies by providing a better knowledge of the impacts of COO on customer behavior