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Country of origin as a determinant of young Europeans` buying attitudes - marketing implications

100%
Bartosik-Purgat M.
Oeconomia Copernicana
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2018
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vol. 9
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issue 1
123-142
EN
Research background: Country of origin and brand image are among the main factors influencing consumer buying decisions. The phenomenon known as the Country of Origin Effect (COE) refers to the influence of a country's image on consumer product evaluations and the perception of brands originating from specific countries. The COE describes consumer attitudes towards certain product categories and is connected with the perception of quality of such products manufactured in particular markets. The changing market conditions and proliferation of hybrid products cause certain problems for consumers who find it increasingly difficult to identify the country of origin of specific products and face a dilemma whether a product manufactured in China is of equal quality as a product of the same brand, but manufactured in France. Purpose of the article: The main purpose of the paper is to identify the young Europeans` attitudes towards the country of origin of purchased products. An attempt has been made to answer two research questions: firstly, whether are young Europeans guided by stereotypes associated with the country of origin of specific product categories in their conscious buying decisions? Secondly, do young European consumers attach higher value to a product's brand than its country of origin? Methods: The analysis has been based on literature studies and empirical data collected in two different period of time 2008 and 2015 among 1362 respondents (in 2008) and 1125 respondents (in 2015) from eight European countries (Czech Republic, Finland, France, Germany, Poland, Portugal, Spain and Great Britain). In the exploratory empirical study, the author of the paper used two research methods: PAPI in 2008 (Paper and Pen Personal Interview) and CAWI in 2015 (Computer Assisted Web Interview). Findings & Value added: The study results reveal that in some countries, namely Poland and the Czech Republic, young consumers are guided in their deliberate buying choices by certain mental schematics perpetuated, for example, in the mass media (the best wine comes from France, best watches are made in Switzerland, and superior quality cars originate from Germany). Respondents representing other nationalities showed more support for domestic products. By far, the most ethnocentric in their choices turned out to be the French who in almost all product categories showed preferences for products originating from their country. Furthermore, the empirical study showed that with respect to different product categories young European consumers attach more importance to a product's brand than its country of origin.
2

The image of Germany in Poland and its impact on development of Poles travelling tourism to Germany

88%
Dębski M., Niemczak K.
Journal of Intercultural Management
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2014
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vol. 6
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issue 1
67-79
EN
The country image tends to be a crucial element for supporting national products on foreign markets. This is also a case for tourist products. The Germany brand is one of the most powerful brands across the world. However, it seems, as highlighted in the research hypothesis, that in the case of tourism its impact on the Poles is not as strong as in the case of numerous other economic spheres. The poll research conducted on a selected group of respondents revealed the grounds for the hypothesis stated. Respondents evaluated relatively poorly both the attractiveness of Germany as well as their urge to visit that country compared to other European countries, they also rated poorly the selected highlights of the country. Another barrier related to perceived attractiveness of Germany is a not entirely positive stereotype of German people. The results reveal the need for changes of it, which are possible in the light of better ratings given by persons who previously visited Germany.
3
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Efekt kraju pochodzenia w postrzeganiu usług bankowych w Polsce. Badania pilotażowe

75%
Jaworski J. P., Boguszewicz-Kreft M., Magier-Łakomy E.
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
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2015
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vol. 49
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issue 4
EN
A relationship between the image of the country of origin and the purchasing intentions of consumers of banking services may result from the significant role of social factors in assessing these services. This relationship is defined as a country of origin effect. The main objective of this paper is to present the results of pilot studies focused on the diagnosis of occurrence of this effect for banking services from selected EU countries. The studies indicate a high probability of influence of the country image on the purchasing intention of banking services. It indicates the need for further, in-depth research.
PL
Duża rola czynników społecznych w ocenie usług bankowych może powodować wysoki związek pomiędzy wizerunkiem kraju pochodzenia tychże usług a intencjami nabywczymi ich konsumentów. Związek ten definiowany jest jako efekt kraju pochodzenia. Głównym celem opracowania jest prezentacja wyników badań pilotażowych ukierunkowanych na diagnozę występowania owego efektu dla usług bankowych pochodzących z wybranych krajów UE. Przeprowadzone badania wskazują na prawdopodobny wpływ wizerunku kraju pochodzenia usługi bankowej na gotowość do jej nabycia. Rezultaty przedstawionych badań stanowią przesłankę do dalszych, pogłębionych analiz.
4
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Efekt kraju pochodzenia w postrzeganiu usług edukacji wyższej krajów UE. Badania pilotażowe

51%
Boguszewicz-Kreft M., Jaworski J., Magier-Łakomy E.
Handel Wewnętrzny
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2015
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issue 3 (356)
15-23
PL
Celem rozważań jest prezentacja wyników badań pilotażowych dotyczących występowania efektu kraju pochodzenia w ocenie usług edukacji wyższej oraz ustalenia jego siły i znaczenia przy podejmowaniu decyzji o miejscu studiowania. Dane zebrano wykorzystując technikę audytoryjnych badań ankietowych. Znajomość znaczenia poszczególnych kryteriów oceny usług edukacyjnych może być wykorzystana przez uczelnie w tworzeniu odpowiedniej oferty edukacyjnej, oraz wzbogacona o wiedzę dotyczącą postrzegania wizerunku kraju pochodzenia, do tworzenia programów komunikacji marketingowej. Oferowanie dopasowanych do oczekiwań potencjalnych studentów usług edukacji wyższej i właściwe ich promowanie może przyczynić się do wzrostu międzynarodowej mobilności edukacyjnej. Artykuł ma charakter badawczy.
EN
An aim of considerations is to present the findings of pilot studies concerning occurrence of the country of origin effect in assessment of high education services and to determine its strength and importance while making decisions on the place of studying. The data were collected using the method of auditorium surveys. Awareness of the importance of specific criteria of education service assessment may be used by universities to create an adequate educational offer and, enhanced by the knowledge concerning perception of the image of the country of origin, to create programmes of marketing communication. The offering of adjusted to the potential students’ expectations services of higher education and the proper promotion thereof may contribute to growth of international educational mobility. The article is of the research nature.
RU
Цель рассуждений – представить результаты пилотажных исследований, касающихся выступления эффекта страны происхождения, в оценке услуг высшего образования и определить его силу и значение при принятии решений о месте обучения. Данные были собраны с использованием техники аудиторных опросов. Знание значения отдельных критериев оценки просветительных услуг может быть использовано вузами в формировании соответствующего предложения в сфере образования, а также, обогащенное знаниями, касающимися восприятия имиджа страны происхождения, для создания программ маркетинговой коммуникации. Предложение приспособленных к ожиданиям потенциальных студентов услуг высшего образования может способствовать росту международной мобильности студентов. Статья имеет исследовательский характер.
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