Abstract
The purpose of this paper is to test whether the country of origin of a brand can be used by the company KIA to gain a competitive advantage in certain international markets or not, considering the ever changing business scene that exists nowadays and the strong competition that every company has to deal with.
For this specific purpose, we have chosen KIA motors, a Korean automobile company and the markets of Morocco and Brazil. Furthermore, we concentrate our research on a particular demographic segment, people between the age group of 23-30 years. The choice was made due to the fact that we want to test our products on new buyers and as KIA produces mostly small domestic cars, people from the 23-30 years of age segment are old enough to afford them. The competition in the automobile industry is very hard and therefore, the country of origin might play an important role in the customers' decision making process.
