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

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Budzanowska-Drzewiecka M., Jedynak M.
Zarządzanie w Kulturze
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2014
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vol. 15
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issue 4
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.
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