The aim:
The objective is to provide recommendations that can assist marketers and policymakers in understanding the country-of-origin factor affecting consumer behavior in the context of technology products. The recommendations will be formulated based on investigation how the country image influences consumer purchase intentions for technology products in the Tunisian and Czech markets.
Methodology:
A mixed-methods approach combining quantitative and qualitative method will be used to collect primary data. Sample of Czech and Tunisian students will be targeted. For quantitative data, statistical analysis will test the hypotheses. For qualitative data from interviews, the thematic analysis will be employed.