Consumer Ethnocentrism, Country of Origin and Marketing (Routledge Studies in Marketing)

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception towards country, state or region changes over time. Understanding consumer motivations and attitudes towards the country and associated products can provide valuable insights for marketing strategies. This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise the consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive analysis of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study. Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing and international marketing scholars and students.

• | Author: Pawel Bryla, Tomasz Domanski
• | Publisher: Routledge
• | Publication Date: Oct 06, 2022
• | Number of Pages: 356 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 1032269006
• | ISBN-13: 9781032269009