The continued spread of globalization has resulted in levels of global product\navailability that is not only unprecedented, but would have been regarded as\nimpossible not too long ago. Products of almost every conceivable national\norigin (both industrial and fresh agricultural products) are now widely available\nthroughout the world. Because the ââ?¬Å?country of originââ?¬Â (COO) label of a\nproduct is a factor that in many cases influences the buying behavior of consumers,\ngovernment policy makers and businesses know that they need to investigate\nconsumer attitudes toward both domestic and imported products\nand the findings of these investigations need to be used to formulate more effective\nnational ââ?¬Å?buy localââ?¬Â campaigns and marketing strategies. This issue has\nnever been important in Oman than it is now when the country has embarked\non strategies to diversify the economy. The success of the diversification\nstrategies by the Oman government would, among other things, depend on\nthe success of the promotion of ââ?¬Å?locally producedââ?¬Â products. Therefore, investigating\nand understanding consumer attitudes toward both domestic and\nimported products becomes important. This study intends to do just that by\ninvestigating consumer ethnocentrism of Omanis.
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