Country of origin effect and consumer behavior: Strategic brand management: How the origin of products influences consumer behavior
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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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£27.18
£28.33 -
£10.58
£12.58 -
£16.71
£17.13
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