Znaczenie kraju pochodzenia (COO) w ocenie mało i wysoko angażujących produktów przez młodych konsumentów w Polsce

• Authors: Małgorzata Budzanowska-Drzewiecka , Monika Jedynak
• Languages of publication: PL

Abstracts

PL

Importance of the country-of-origin in evaluation of low and highly involving products among young adults in PolandThe objective of this paper is to analyze the impact of the country-of-origin on product evaluation and purchase intention among young adults (students), using an experimental approach. The study explored the effects of two sub-components of COO with three countries (homeland – Poland; foreign: Italy and Romania), for two products: highly involving (washing machine) and low involving (chocolate). Findings suggest that the COO (sub-components) is a factor differentiating the respondents’ choices and confirm the legitimacy of the study of the impact of COO in the case of the differentiated products.

Keywords

PL

kraj pochodzenia, młodzi konsumenci, ocena produktu, intencja zakupu

• Publisher: Uniwersytet Jagielloński
• Journal: Zarządzanie w Kulturze
• Year: 2014
• Volume: 15
• Issue: 4

Dates

published

2014

online

2014-10-29

Contributors

author

Małgorzata Budzanowska-Drzewiecka

author

Monika Jedynak