Importance of Country-of-Origin on Different Product Categories Purchase Decision

• Authors: Krupka Zoran , Arežina Darija

Title variants

PL

Znaczenie kraju pochodzenia dla decyzji zakupowych w przypadkach różnych kategorii produktów

• Languages of publication: EN PL

Abstracts

EN

Country of origin is an important factor in product evaluation process as well as for purchase decision. Its importance depends on the amount of information consumers have about the product and product category. This paper investigates the importance of coutry of origin in purchase decision-making process for three different product categories: high risk and high level of consumer involvement in purchasing process (car), medium risk and midium level of consumer involvement in purchasing process (TV), and low risk and low level of consumer involvement in purchasing process (confectionery products). Also, this paper investigates importance of country of manufacturing for purchase decision-making process in relation to country of origin’s importance. Research was conducted on 215 respondents from Belgium and Republic of Croatia. Results have shown that country of origin is important only for car purchase, but not for TV and confectionery products. For all product categories, country of origin has been shown to be more important in the decision-making process than country of manufacturing.

PL

Kraj pochodzenia stanowi istotny czynnik w procesie oceny produktu, jak też istotny czynnik dla decyzji zakupowej. Waga tego czynnika zależy od ilości informacji na temat produktu i jego kategorii, którą posiadają. Niniejsza praca zgłębia wagę kraju pochodzenia w procesie decyzyjnym dla trzech różnych kategorii: wysokie ryzyko i wysoki poziom zaangażowania konsumenta w proces zakupowy (samochód), średnie ryzyko i średni poziom zaangażowania konsumenta w proces zakupowy (telewizor) oraz niskie ryzyko i niski poziom zaangażowania konsumenta w proces zakupowy (wyroby cukiernicze). Ponadto, niniejsza praca bada wagę kraju wytworzenia dla procesu podejmowania decyzji zakupowej w odniesieniu do wagi kraju pochodzenia. Badanie zostało przeprowadzone na próbie 215 respondentów z Belgii i Chorwacji. Wyniki badania pokazały, że kraj pochodzenia jest ważny tylko w przypadku zakupu samochodu, ale nie w przypadku telewizorów i wyrobów cukierniczych. Badanie wykazało, że we wszystkich kategoriach produktów kraj pochodzenia jest bardziej istotny w procesie decyzyjnym, niż kraj wytworzenia.

Keywords

EN

country of manufacturing; country of origin; marketing; purchase decision

PL

decyzja zakupowa; kraj pochodzenia; kraj wytworzenia; marketing

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2017
• Issue: 4(26)
• Pages: 35-54

Dates

online

2017-12

Contributors

author

Krupka Zoran

• University of Zagreb, Croatia

author

Arežina Darija

• Dassault Systemes 3DEXCITE in Brussels, Belgium

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Notes

EN

Available in Open Access

PL

Publikacja w otwartym dostępie (Open Access)

Identifiers

DOI

10.14611/minib.26.12.2017.11

DOI

10.14611/minib.26.12.2017.02