Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies.
This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels, and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study.
Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing, and international marketing scholars and students.
Author(s): Paweł Bryła, Tomasz Domański
Series: Routledge Studies in Marketing
Publisher: Routledge
Year: 2022
Language: English
Pages: 357
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of figures
List of tables
Acknowledgements
1 Introduction with literature review
PART I: Consumer ethnocentrism and country-of-origin effect on the food market – quantitative results from Poland
2 Consumer ethnocentrism and country-of-origin effect on the food market – a survey among Polish consumers
3 Consumer ethnocentrism and country-of-origin effect on the food market – a survey in the food marketing channel
4 Consumer ethnocentrism and country-of-origin effect on the food market – verification of hypotheses
PART II: Case studies of marketing strategies appealing to consumer ethnocentrism or country-of-origin effect
5 Biedronka: How to create a Polish image of a foreign discount chain
6 Grot: A case study of a family company operating in the market of traditional meat products
7 A case study of an organic dairy plant – EkoLukta: How to elicit consumer ethnocentrism based on the regional origin of an organic product
8 Klimeko: A case study of a family company operating on the dairy market
9 Srebrna Góra Vineyard: How to build a Polish wine brand
10 Conclusion with managerial implications
Appendix 1. Survey questionnaire addressed to consumers
Appendix 2. Survey questionnaire addressed to companies
Appendix 3. Guide for interviews with managers
Index
