(LASU Journal of Management Sciences, 2019-12) Agada, Solomon Agada
Country of origin (COO) serves as a very important determinant of consumers’ preference behavior towards
products and services especially in the international marketplace. Consumers therefore tend to make choices
based on their preference for brands and the country of origin. The present study examined the brand
preference of consumers for fashion products of Italian and Chinese country of origin (COO). A cross-sectional
survey of 400 respondents selected from the population of 1,288,714 people in Alimosho Local Government
Area (LGA) of Lagos State was conducted using convenience sampling technique. Hypothesis testing was done
using Anova and Independent sample t-Test. The results showed that consumers perceive significant difference
on preference for fashion products among the two countries. The findings of the study have salient implications
for formulation and execution of strategies in international marketing and especially provided a better
understanding for market segmentation in the sales of fashion products