Publication detail

Vliv efektu země původu na nákupní rozhodnutí spotřebitele: Případová studie vinařského průmyslu

VESELÁ, J.

Original Title

Vliv efektu země původu na nákupní rozhodnutí spotřebitele: Případová studie vinařského průmyslu

English Title

Country-of-origin Effect and its Influence on the Consumer Purchase Decision: The Case Study of Wine Industry

Type

conference paper

Language

Czech

English abstract

Purpose of the article: The purpose of the article is to present some partial results from the specific research, which was focused on the area of international marketing (within EU). This paper defines several terms which are crucial when entering foreign markets, and then presents data from the research focused on country-of-origin effect. Methodology/methods: Fundamental accent has been put on qualitative approaches based on the case study research. Several techniques combining primary and secondary data have been used in this context – focus group and group discussion, analysis of independent evaluation of selected product and questionnaire testing. Scientific aim: The aim of this article is to identify the assumptions and hypotheses which results from the influence of country of origin on the consumer behaviour when buying wine in conditions of the Czech Republic. The first research phase is focused particularly on the definition of the assumptions and research questions using qualitative methods. Assumptions shall be assessed by quantitative research in the next phase. Findings: Companies that want to operate on the foreign markets face the factors as a country-of-origin effect and consumer ethnocentrism or patriotism which affect consumer decision making and consumer behaviour. Based on these factors, companies have to choose their marketing strategy which will be the best one for the specific market and that one which will reflect consumer's attitudes towards domestic or foreign products. Conclusions (limits, implications etc): Although an application of the country-of-origin effect concept has significant potential, there exists many especially practical limits of its application to be solved. If the firms can gain advantages of using COO on the domestic market, they should be circumspect when entering foreign markets.

Keywords

Efekt země původu, spotřebitelský etnocentrismus, spotřebiteslký patriotismus, vinařský průmysl, spotřebitelské chování, rozhodování spotřebitele.

Key words in English

Country-of-origin effect, consumer ethnocentrism, consumer patriotism, wine industry, consumer behaviour, consumer decision making.

Authors

VESELÁ, J.

Released

8. 11. 2013

Publisher

VUT Brno

Location

Brno

Pages count

9

BibTex

@inproceedings{BUT106841,
  author="Jitka {Veselá}",
  title="Vliv efektu země původu na nákupní rozhodnutí spotřebitele: Případová studie vinařského průmyslu",
  year="2013",
  pages="9",
  publisher="VUT Brno",
  address="Brno"
}