Purchase of global shampoo brands and the impact of country of origin on Lebanese consumers

Purpose – The global cosmetics industry is an attractive business opportunity. This paper aims to study country of origin effects among Lebanese consumers' purchase of shampoo. Design/methodology/approach – The research tests four hypotheses in respect of country of origins' impact on shampoo purchase decisions and concludes with marketing implications. A questionnaire was administered to 332 consumers to test four hypotheses concerning the impact of country of origin. Findings – The data confirmed that there are no differences in either the overall quality perceptions of the product or the attribute evaluation of shampoos sourced from different countries; but the purchase intent of consumers for certain brands is affected by changes in the country of origin of the shampoo. In a low consumer involvement category such as shampoo, country of origin is not one of the key attributes affecting choice of Lebanese consumers. Purchase is driven either by practical objectives such as benefits or by experiential pleasures. Practical implications – Marketers should strive to develop a leadership position in consumers' minds. Marketers should attempt to leverage or build brand awareness. Originality/value – Globally the cosmetics industry represents an attractive business opportunity. The growth trend for industry is positive with new growth opportunities in Eastern Europe, Asia, Africa, and the Middle East. The study provides insight into one growth area and indicates that more research in this area would be of value.