The aim of this study is to examine the effect that the country of
design and the country of manufacture has on the perceived quality of a
product, and the role of involvement as a moderating variable. The
conceptual framework has been tested using laboratory experiments that
included a 2x2x2 between the subject’s factorial designs. Data have been
collected using a randomization method to reduce any bias in the
group’s variations. This data were analyzed using a one-way and two-way
ANOVA. The results indicate that there is no difference between the high
and low points of a product’s perceived quality, based on its country
of design. Conversely, a favorable country of manufacture results in a
higher perceived quality for its products, than for those of a lower
scoring country of manufacture. Furthermore, consumers’ involvement, as a
moderating variable, limits the strength of the country of design and
the perceived quality’s relationship as this relationship is found to be
stronger in circumstances where the consumers’ involvement is greater
than in the less involved group’s condition. However, consumers’
involvement does not have any role as a moderating variable in the
relationship between the country of manufacture and the perceived
quality.