Country-of-Origin Effects on Product Evaluation and Consumer Perceptions

Tina Vukasovic
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Tina Vukasovic: International School for Social and Business Studies, Slovenia

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Abstract: In product and service sales, both global and local, it is important to be familiar with the impact of product’s origin and country image formation process. The complex problems of determining the impacts of product origin are presented through the prism the empirical research of meat product impact on the consumer sensorical evaluation of other meat properties. The aim of the research was to determine consumer perceptions of meat product regarding its origin and a potential impact of its origin on the sensorical evaluation of other meat properties. Data was collected during the experiment. The participants were consumers of meat product. By testing the correlation model with multiple analysis of variance for repeated measures it was determined that there was a statistically significant correlation between the factors. The research represents a deeper investigation of impact of countryof- origin (COO) on consumer perceptions. The research results support manufacturers and marketing managers in understanding the role of COO in the domestic and international high-volume mass market.

Keywords: consumer behaviour; country-of-origin (COO); knowledge; marketing; market research; experiment; meat product; Slovenia (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp15:93-101

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