本研究探討了原產國 (COO) 和品牌名稱對消費者行為的影響，並著重於斯里蘭卡市場的現代汽車。鑑於營運長在消費者決策中的重要性，特別是對於汽車等高價值產品，本研究探討了與日本和印度競爭對手相比，斯里蘭卡消費者如何看待現代汽車。從 110 名受訪者收集的數據顯示，雖然 85.5% 的消費者認為 COO 很重要，但品牌名稱在塑造購買意願方面發揮更重要的作用。儘管豐田等日本品牌佔據主導地位，但現代作為韓國品牌，表現出中等的消費者滿意度和興趣。研究結果表明，雖然營運長對消費者行為有中等影響，但品牌資產是購買決策中更重要的決定因素。這些見解對於像現代這樣的全球品牌針對新興市場制定策略至關重要，強調了品牌定位和利用積極的營運長認知的重要性。研究的局限性凸顯了進一步研究的必要性，包括更廣泛的樣本量和不同市場的比較研究。

This study examines the influence of country of origin (COO) and brand name on consumer behavior, focusing on Hyundai automobiles in the Sri Lankan market. Given the prominence of COO in consumer decision-making, especially for high-value products like cars, this research explores how Sri Lankan consumers perceive Hyundai compared to Japanese and Indian competitors. Data collected from 110 respondents reveals that while 85.5% of consumers consider COO important, the brand name plays a more significant role in shaping purchase intentions. Hyundai, as a South Korean brand, shows moderate consumer satisfaction and interest, despite the dominant presence of Japanese brands like Toyota. The findings suggest that while COO has a moderate impact on consumer behavior, brand equity is a stronger determinant in purchasing decisions. These insights are crucial for global brands like Hyundai to tailor their strategies to emerging markets, emphasizing the importance of both brand positioning and leveraging positive COO perceptions. The study’s limitations highlight the need for further research, including broader sample sizes and comparative studies across different markets.

Thesis Validation Letter……………………………………………………….i
Acknowledgment…………………………………………………………….iii
Abstract (Chinese) …………………………………………………………...iv
Abstract (English) …………………………………………………………….v
Table Of Content………………………………………………...…………...vi
Table Of Figures…………………………………………...................……...vii
1. CHAPTER ONE: INTRODUCTION……………………………...........…......1
1.2. Research Gap……………………………………………………….........4
1.3. Research Question…………………………………………………........5
1.4. Research Objectives……………………………………………………..5
1.4.1. Main Objective………………………………………………………....5
1.5. Research Objectives……………………………………………………..6
1.6. Significance Of The Study……………………………………………….6
1.6.1. Contextual Significance……………………………………………….6
1.6.2. Academic Significance………………………………………………...7
1.6.3. Significance For Policy Makers……………...………………………...7
1.6.4. Significance For Practitioners And Management……………………8
2. CHAPTER TWO : LITERATURE REVIEW…………….………………………9
2.1. Country-Of-Origin………………………………………………………...9
2.1.1. Theoretical Foundations……………………………………………....9
2.1.2. Dimensions Of Country Of Origin……………………………………..9
2.2. Brand Name……………………………………………………………...12
2.3. Consumer Behavior……………………………………………………...17
2.4. Behavioral Intention……………………………………………………..18
3. CHAPTER 03 : METHODS…………………………………………………...28
3.1. Introduction……………………………………………………………....28
3.2. Research Context.………………………………………………………...28
3.3. Research Design ………………………………………………………….31
3.4. Conceptual Framework And Hypotheses……………………………....32
3.4.1. Conceptual Framework………………………………………………..33
3.4.2. Hypotheses……………………………………………………………..33
3.5. Population And Sample………………………………………………….35
3.6. Data Collection Methods………………………………………………....35
3.7. Study Instrument (Questionnaire Design) ……………………………..36
3.8. Operationalization………………………………………………………..37
4. CHAPTER FOUR: DATA ANALYSIS & DISCUSSION………………………....42
4.1. Introduction……………………………………………………………….42
4.2. Background Data……………………………………………………….....42
4.3. Demographic Data………………………………………………………...46
4.4. Reliability Analysis………………………………………………………...49
4.5. Descriptive Analysis…………………………………………………….....51
4.6. Hypothesis Testing………………………………………………………...59
5. CHAPTER FIVE: CONCLUSION………………………………………………60
5.1. Introduction……………………………………………………………….60
5.2. Summary Of The Study…………………………………………………...60
5.3. Implications………………………………………………………………..63
5.3.1. Theoretical Implications………………………………………………..63
5.3.2. Managerial Implications………………………………………………..64
5.4. Recommendations……..………………………………………………....65
5.4.1. Limitations Of The Study And Suggestions For Future Research…...65
5.5. Suggestions For Future Researchers………………………………….....66
References……………………………………………………………………....68
Appendix………………………………………………………………………..74

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