Influence of Brand Origin on Consumer Purchase Behaviour for Imported Electronics in Abuja

This research examines how the country of origin of electronic product brands influences consumer purchase behaviour in Abuja, Nigeria's Federal Capital Territory. As a major consumption centre with a large middle-class population of civil servants, diplomats, and professionals, Abuja represents a significant market for imported electronics from China, South Korea, the United States, and Europe. Country of origin effects are documented extensively in international marketing literature, but empirical evidence from Nigerian urban markets remains sparse. The study adopts a survey design and collects data from 150 consumer electronics buyers across major retail outlets in Wuse, Garki, and Maitama districts using structured questionnaires. Likert-scale instruments measure perceptions of product quality, brand prestige, and purchase intentions associated with different countries of origin. Data are analysed through descriptive statistics and analysis of variance (ANOVA). The theoretical framework draws on consumer ethnocentrism theory and the signalling theory of product quality. Findings are expected to show that consumers in Abuja associate European and South Korean brands with higher quality and are willing to pay a premium, while Chinese brands are perceived as affordable but lower in durability. The research contributes to the literature on international brand management and consumer behaviour in emerging markets. Practical implications are offered to multinational electronics companies seeking to position their brands effectively in the Nigerian market, as well as to local retailers and distributors. Keywords: country of origin, consumer behaviour, electronics, brand perception, Abuja