Investigating the Origins and Factors Influencing the Formation of Kuwaiti Consumer Animosity towardIranian Products

Consumer animosity, has a significant effect on consumers’ feelings and, subsequently, theirpurchase intention. This is more evident in neighboring countries and countries with a long history and,accordingly, is more importance to their marketers. Thus, marketers should first become aware of thepossible presence of consumer animosity in their countries then, investigate the causes of formation ofsuch attitude in order to adopt the necessary strategies to make relevant changes. The authors tried toidentify the roots of Kuwaiti consumer animosity toward Iranian products through a comprehensivereview of the relevant literature and interviews and examine its influence by conducting expert surveys.These surveys collected the opinions of 15 experts of regional affairs in Iran. The results showed thatpolitical factors and disputes between the two countries have affected Kuwaitis and played the mostsignificant role in the formation of consumer animosity toward Iranian products in Kuwait.

Keywords:

Consumer Animosity , Iran , Kuwait , Country-of-Origin Effect , Trade