Influence of the Country of Origin of the Product on Purchase Decision: Burundi Consumers as Case Study

This study tries to identify the importance that Burundi consumers give to the country of origin factor when they purchase a product. In the present research, we compared the country of origin factor to the perception of 4P of marketing mix factors. Product elements such as packaging, brand, appearance have been used to measure the influence of product factor; shop familiarity and the ease of finding the product on local market have been used as factors in measuring distribution influence; promotion, advertising and after-sell services are combined to measure promotion factor. The most important finding resulting from the present research is that the country of origin factor is important for Burundian consumers than product, distribution and promotion. However, the findings show that there is no significant correlation between country of origin and price