Country of origin effect and consumer behavior
Strategic brand management: How the origin of products influences consumer behavior
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This thesis examines the impact of the "country of origin effect" on consumer behavior when purchasing clothing products. It analyzes the strategic positioning and geographical origin of brands and products with the respective purchasing behavior of the end consumer. Based on a sound theoretical analysis of the topic, a quantitative online survey is conducted with three test groups. The participants are presented with different purchasing situations influenced by the "country of origin". A sample is generated as a partial survey of the Austrian market. The results of the survey show that the c...
This thesis examines the impact of the "country of origin effect" on consumer behavior when purchasing clothing products. It analyzes the strategic positioning and geographical origin of brands and products with the respective purchasing behavior of the end consumer. Based on a sound theoretical analysis of the topic, a quantitative online survey is conducted with three test groups. The participants are presented with different purchasing situations influenced by the "country of origin". A sample is generated as a partial survey of the Austrian market. The results of the survey show that the communication of the country of origin of a product or brand has a significant influence on the perception of the products and the purchasing decision of consumers.
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