Demographic Predictors of Country-Of-Origin Tendencies: A Luxury Sedan Example

This study tests the predictor effects of a select set of demographic characteristics on country-of-origin preferences for large American-made luxury sedans. A sample of 646 consumers comprised of 422 civic organization members and 224 university students (i.e., both high and low involvement consumers of the product form tested) was investigated to determine the effects of seven demographic predictors on the consumer’s country-of-origin preferences, including (1) marital status, (2) household income, (3) sex, (4) age, (5) education, (6) race, and (7) occupation. The results of the study indicate that age, income, race, and education are significant predictors of general and product specific country-of-origin tendencies.