The Impact of Price and Country of Origin Labels on Food Product Quality Perceptions among Pakistani Consumers

Authors

  • Anam Javeed
  • Uzma Noor
  • Syed Sikandar Wali

Keywords:

price, Country of origin, Product Quality Perceptions, Food packaging

Abstract

Purpose: The main objective behind the study is to probe into the impact casted by
price and country of origin labels on product quality perceptions among Pakistani
consumers. The argument is based on the proposition that both of the variables are
important in the formation of quality perceptions.
Design/Methodology: A self-administered questionnaire was floated among 504
respondents using a systematic random sampling technique. Big and famous malls of
Rawalpindi and Islamabad were selected on the basis of customer turnout. PLS-SEM
was used for inferential analysis of the data.
Findings: The results indicate that country of origin does not have an impact on
product quality perceptions in Pakistani consumer market whereas price casted a major
impact on the perceptions.
Implications: The perceptions of the consumers regarding food packaging cues has
not been addressed taking a comprehensive set of cues in a holistic view which is a
theoretical gap this study fills up.

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Published

2022-03-14

How to Cite

Anam Javeed, Uzma Noor, & Syed Sikandar Wali. (2022). The Impact of Price and Country of Origin Labels on Food Product Quality Perceptions among Pakistani Consumers. UW Journal of Management Sciences, 3(1), 12–27. Retrieved from https://uwjms.org.pk/index.php/uwjms/article/view/33