Reasons for ignoring versus paying attention to country of origin among consumers of durable goods brands

IF 1.3 Q3 MANAGEMENT Central European Management Journal Pub Date : 2023-04-20 DOI:10.1108/cemj-02-2022-0019
M. Witek-Hajduk, Anna Grudecka
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Abstract

PurposeThe objective of the study is to identify both reasons for ignoring and for paying attention to the country of origin (COO) by consumers when choosing brands of durable goods.Design/methodology/approachIn this paper a qualitative approach was applied, i.e. 25 in-depth semistructured interviews with Polish consumers of durable goods purposively selected out of those who had previously participated in a quantitative survey conducted by the authors.FindingsAmong the reasons for paying attention to the COO when choosing brands of durable goods, cognitive (rational), affective (emotional) and normative factors have been identified, while among the reasons for ignoring the COO by consumers, the authors identified only cognitive (rational) and affective (emotional) factors.Research limitations/implicationsThe conclusions can be applied by brand managers, e.g. when making decisions whether and why to communicate COO dimensions.Originality/valueThis paper contributes to the international marketing literature as it develops a deeper insight into consumer behavior with reference to the consumers’ reasons for paying attention to and ignoring the COO, with very little published on the latter in particular. Furthermore, it is one of still relatively few qualitative studies conducted so far on COO taking a perspective of a consumer, especially the one from an emerging market from the European Union (EU).
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耐用品品牌消费者忽视与关注原产国的原因
目的本研究的目的是找出消费者在选择耐用品品牌时忽视和关注原产国的原因。设计/方法论/方法在本文中,采用了定性方法,即对波兰耐用品消费者进行25次深入的半结构访谈,这些访谈是有目的地从作者之前参与过定量调查的人中挑选出来的。发现在选择耐用品品牌时关注COO的原因中,已经确定了认知(理性)、情感(情感)和规范因素,而在消费者忽视COO的因素中,作者只确定了认知的(理性)和情感的(情感)因素。研究局限性/含义品牌经理可以应用这些结论,例如在决定是否以及为什么要传达COO维度时。原创性/价值本文对国际营销文献做出了贡献,因为它参考了消费者关注和忽视首席运营官的原因,对消费者行为进行了更深入的了解,尤其是对后者的报道很少。此外,这是迄今为止对首席运营官从消费者的角度进行的相对较少的定性研究之一,尤其是来自欧盟新兴市场的消费者。
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来源期刊
CiteScore
2.20
自引率
11.10%
发文量
21
审稿时长
24 weeks
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