Compétences perçues du pays d’origine et qualité perçue des produits au Cameroun : cas des laptops et laits de toilette

Abstract

With the globalization of economies, we are witnessing a proliferation of products of different origins in the Cameroonian market. The objective of this Article is to assess the effect of perceived skills of the country of origin on the perceived quality of the products in some Cameroonian urban environment. As the methodological level, a field investigation has been carried out in order to collect the data from a sample of 784 consumers surveyed via the Internet (online form filling) and supplemented by a classical questionnaire (paper pencil) in the cities of Douala and Yaoundé. This article uses the model of structural equations to latent variables. Thus, the main results show a positive effect of the perceived competence of the country on the product’s perceived quality by the common Cameroonian consumer living in urban area. The effect of the country of manufacture is more significant than that of the country of design. We also notice an increase of the country of design’s effect on the perceived quality of products when the technological complexity of the products increases. Conversely, a reduction of the country of manufacture’s effect on the perceived quality of the products is recorded when the technological complexity of the products increases. In this way, the moderating effect of the technological complexity of a product is thereby proven.