Country-Of-Origin Effects on New Products Launch: Romanian Consumers? Perception on National Products

In this era of globalization, the companies follow to achieve performance based on the relationship between national culture and new product launch – as an essential field for academic research and managerial practice. Through the literature review, we attempt to provide a clarification of this relationship considering the consumers' perception on national product originated from Romania. The research conducted in this paper focused on Romanian consumers' perception of their national products. Through a qualitative study, we explore the importance of country-of-origin on consumers' decision to buy a new product, as well as their motives to prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in triggering the buying intention and that Romania still has a long path to go in order to establish a positive image in the minds of its targeted segment of consumers.