Abstract
Purpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers. Methodology: The study covers several types of cosmetics: creams, shampoos, soaps, and lotions. The text analyzes twelve characteristics of brands and twelve countries of origin. The quantitative study bases on the Web Panel Interview method. The survey is representative of Polish adult internet users. Findings: The study shows significant differences in the perception of the characteristics of cosmetics brands depending on the country of origin. Companies may use the positive features associated with the country of origin of the brand in the process of creating value for customers. Research limitations: The results are valid for all brands of cosmetics from the selected country but not for individual brands. The research analyzed twelve characteristics of brands and twelve countries of origin. Thus, future research should address other characteristics and countries of origin. The opinions of Polish consumers may differ from those of other countries. Originality: The originality of this study consists in the analysis of many differences in the perception of the brands depending on the country of origin. This article shows that the selected country of origin may be associated with many different characteristics.
Highlights
Many articles consider the influence of the country of origin on consumer behavior
The research covered the brands of cosmetics for face, body, and hair care: creams, shampoos, soaps, and lotions
The research allowed to describe Polish consumer associa tions with the brands originating from selected countries
Summary
Many articles consider the influence of the country of origin on consumer behavior. Scholars define the influence of the image of a country on consumer opinion about products or brands that originate from this country as the effect of country of origin (Figiel, 2004, p. 127).Studies often consider the product country of manufacturing. Many articles consider the influence of the country of origin on consumer behavior. Scholars define the influence of the image of a country on consumer opinion about products or brands that originate from this country as the effect of country of origin Studies often consider the product country of manufacturing. In recent years, many researchers scrutinize the brand country of origin. The country of origin can be understood as the country that hosts the headquarters of the company, which created the brand (Samiee, 2011). If the company’s main seat is in France, France is the brand country of origin, regardless which country manufactured the product
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