Hostname: page-component-cd9895bd7-gxg78 Total loading time: 0 Render date: 2024-12-27T12:45:31.462Z Has data issue: false hasContentIssue false

Empirical testing of correlations between the effects of country-of-origin and consumer perceptions

Published online by Cambridge University Press:  18 March 2010

R. STRAŠEK*
Affiliation:
University of Primorska, Faculty of Management Koper, Cankarjeva ulica 5, SI -6104 Koper, Slovenia
*
Corresponding author: [email protected]
Get access

Abstract

The economic and social changes occurring in the former socialist and communist countries of Central and Eastern Europe point to the need for more intensive consumer-based market research. In the international research and business use the country-of-origin (COO) labelling has become one of the factors that distinguish products. The purpose of this paper is to explore the impact of COO information on brand perception and the consumer evaluation of other chicken meat properties. The present article concentrates on the results of the primary quantitative research, which was carried out using a method of individual personal interviews. A sample was consisted of was 500 Slovenian poultry meat consumers aged between 18 and 65 years. Special attention was paid to the COO of chicken meat. In the research the Slovenian consumers evaluated internal and external properties of chicken meat originating from various countries. The survey showed that COO affected the brand perception and evaluation of other properties of chicken meat. A positive assessment of Slovenian chicken meat and the impact of chicken meat origin in the process of its evaluation were evident from the survey. The present study is one of the first to empirically examine and confirm the impact of COO information on brand perception and the consumer evaluation of other meat properties. This research aims to develop a better understanding of the effect of COO on brand evaluation and other product properties evaluation.

Type
Review Article
Copyright
World's Poultry Science Association 2010

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

ACEBRÓN, L.B. and DOPICO, D. C. (2000) The importance of intrinsic and extrinsic cues to expected and experienced quality: An empirical application for beef. Food Quality and Preference 11: 229-238.CrossRefGoogle Scholar
AGRAWAL, J. and KAMAKURA, W.A. (1999) Country of origin: a competitive advantage. International Journal of Research in Marketing 16(4): 255-67.CrossRefGoogle Scholar
BALABANIS, G. and DIAMANTOPOULOS, A. (2004) Domestic Country Bias, Country-of-origin effects, and Consumer ethnocentrism: a multidimensional Unfolding Approach. Journal of Academy of Market Science 32(1): 80-95.CrossRefGoogle Scholar
BALABANIS, G., MUELLER, R. and MELEWAR, T.C. (2002) The human values' lenses of country-of-origin images. International Marketing Review 19(6): 582-610.CrossRefGoogle Scholar
BANOVIĆ, M., GRUNERT, G.K., BARREIRA, M.M. and FONTES, A.M. (2009) Beef quality perception at the point of purchase: A study from Portugal. Food Quality and Preference 20: 335-342.CrossRefGoogle Scholar
BECKER, T. (2000) Consumer perception of fresh meat quality: a framework for analysis. British Food Journal 102(3): 158-176.CrossRefGoogle Scholar
BERNUES, A., OLAIZOLA, A. and CORCORAN, K. (2003) Extrinsic attributes of red meat as indicator of quality in Europe: an application for market segmentation. Food Quality and Preference 14: 265-276.CrossRefGoogle Scholar
BHASKARAN, S. and SUKUMARAN, N. (2007) Contextual and methodological issues in COO studies. Marketing Intelligence and Planning 25(1): 66-81.CrossRefGoogle Scholar
BILKEY, J.W. and NES E., (1982) Country – of – origin effects on products evaluations. Journal of International Business Studies 13: 88-99.CrossRefGoogle Scholar
CAPORALE, G., POLICASTRO, S., CARLUCCI, A. and MONTELEONE, E. (2006) Consumer expectations for sensory properties in virgin olive oils. Food Quality and Preference 17: 116-125.CrossRefGoogle Scholar
D'ASTOUS, A. and AHMED, S.A. (1999) The importance of country images in the formation of consumer product perceptions. International Marketing Journal 16(2): 108-25.Google Scholar
GACULA, M.C. and SINGH, J. (1984) Statistical Methods in food and consumer research. London: Academic Press Inc, USA.Google Scholar
GRUNERT, K.G. (1997) What's in a steak? A cross-cultural study on the quality perception of beef. Food Quality and Preference 8(3): 157-174.CrossRefGoogle Scholar
HAIR, J.F., ANDERSON, R.E., TATHAM, R.L and BLACK, W.C. (1998) Multivariate Data Analysis, New Yersey: Prentice Hall.Google Scholar
HAN, C.M. and TERPSTRA, V. (1988) Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies Summer: 235-255.CrossRefGoogle Scholar
HAN, C.M. (1990) Testing the role of country image in consumer choice behavior, European Journal of Marketing 24: (6): 24-40.CrossRefGoogle Scholar
HOFFMANN, R. (2000) Country of origin – a consumer perception perspective of fresh meat. British Food Journal 102(3): 211-229.CrossRefGoogle Scholar
HONG, S.T. and WYER, R.S. (1990) Determinants of product evaluation: effects of the time interval between knowledge of a product's country-of-origin and information about its specific values. Journal of the Consumer Research 17: 277-288.CrossRefGoogle Scholar
JOHANSSON, J.K., DOUGLAS, S.P. and NONAKA, I. (1985) Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research 22: 388-96.CrossRefGoogle Scholar
KAYNAK, E. and KARA, A. (2002) Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism. European Journal of Marketing 36(7/8): 928-949.CrossRefGoogle Scholar
KAYNAK, E., KUCUKEMIROGLU, O. and HYDER, S.A. (2000) Consumers’ country – of – origin (COO) perceptions of imported products in a homogenous less-developed country. European Journal of Marketing 34(9/10): 1221-1241.CrossRefGoogle Scholar
KOUBAA, Y. (2008) Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics 20(2): 139-155.CrossRefGoogle Scholar
LAROCHE, M., PAPADOPOULOS, N., HESLOP, L. and BERGERON, J. (2002) Effects of sub-cultural differences on country and product evaluations. Journal of Consumer Behaviour 2(3): 232-47.CrossRefGoogle Scholar
LIM, J.S. and DARLEY, W.K. (1997) An assessment of demand artefacts in country-of-origin studies using three alternatives. International Marketing Review 14(4): 201-17.CrossRefGoogle Scholar
MAHESWARAN, D. (1994) Country of origin as a stereotype: effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research 21(2): 354-65.CrossRefGoogle Scholar
MALHOTRA, N.K., PETERSON, M. and KLEISER, S.B. (1999) Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century. Journal of the Academy of Marketing Science 27(2): 160-183.CrossRefGoogle Scholar
NAGASHIMA, A. (1970) A comparison of Japanese and U.S. attitudes toward foreign products, Journal of Marketing 34: 68-74.Google Scholar
OLIVER, R.L. (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17: 460-469.CrossRefGoogle Scholar
PAPADOPOULOS, N. and HESLOP, L.A. (2002) Country equity and country branding: problems and prospects. Journal of Brand Management 9(4-5): 294-314.CrossRefGoogle Scholar
RADMAN, M. (2005) Consumer consumption and perception of organic product in Croatia, British Food Journal 107(4): 263-273.CrossRefGoogle Scholar
ROTH, M.S. and ROMEO, J.B. (1992) Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies 23(3): 477-497.CrossRefGoogle Scholar
SCHNETTLER, B., RUIZ, D., SEPULVEDA, O. and SEPULVEDA, N. (2008) Importance of country of origin in food consumption in a developing country. Food Quality and Preference 19: 372-382.CrossRefGoogle Scholar
SHARMA, S., SHIMP, T. and SHIN, J. (1995) Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science 23(1): 26-37.CrossRefGoogle Scholar
VERBEKE, W. and VIAENE, J. (1999) Beliefs, attitude and behaviour towards fresh meat consumption in Belgium: empirical evidence from a consumer survey. Food Quality and Preference 10: 437-445.CrossRefGoogle Scholar
VUKASOVIČ, T. (2009a) Consumer perception of chicken meat and the importance of country-of-origin in a purchase making process. World's Poultry Science Journal 65(1): 65-74.CrossRefGoogle Scholar
VUKASOVIČ, T. (2009b) Searching for competitive advantage with the aid of brand potential index. Journal of Product and Brand Management 18(3): 165-176.CrossRefGoogle Scholar
VUKASOVIČ, T. (2009c) Buying decision-making process for poultry meat. British Food Journal 112. Retrieved December 18, 2009, from http://www.emeraldinsight.com/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/bfj-mar-2009-0018_rtc_cl_final.pdf.Google Scholar
WANDEL, M. and and BUGGE, A. (1996) Environmental concern in consumer evaluation of food quality. Food Quality and Preference 8(1): 19-26.CrossRefGoogle Scholar
WITKOWSKI, T. (1998) Consumer ethnocentrism in two emerging markets: Determinants and predictive validity. Advances in Consumer Research 25: 258-263.Google Scholar
ŽIŽMOND, E. and NOVAK, M. (2006) Sectoral reallocation of labour as a limit on total factor productivity growth in Slovenia. Post-communist economics 18(2): 205-225.CrossRefGoogle Scholar