Consumer Ethnocentrism, Country of Origin and Marketing
Food Market in Poland
Gebonden Engels 2022 9781032269009Samenvatting
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its 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 consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding 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.
Specificaties
Lezersrecensies
Inhoudsopgave
List of tables
Acknowledgments
1. Introduction
Part I. Consumer ethnocentrism and country-of-origin effect on the food market – quantitative results from Poland
2. Consumer ethnocentrism and country-of-origin effect on the food market – a survey among Polish consumers
Paweł Bryła
3. Consumer ethnocentrism and country-of-origin effect on the food market – a survey in the food marketing channel
Paweł Bryła
4. Consumer ethnocentrism and country-of origin effect on the food market -verification of hypotheses
Paweł Bryła
Part II. Case studies of marketing strategies appealing to consumer ethnocentrism or country-of-origin effect
5. Biedronka: How to create a Polish image of a foreign discount chain
Tomasz Domański
6. Grot: A case study of a family company operating in the market of traditional meat products
Tomasz Domański
7. A case study of an organic dairy plant – EkoŁukta: How to elicit consumer ethnocentrism based on the regional origin of an organic product
Tomasz Domański
8. Klimeko: a case study of a family company operating on the dairy market
Tomasz Domański
9. Srebrna Góra Vineyard: How to build a Polish wine brand
Tomasz Domański
10. Conclusion with managerial implications
Tomasz Domański and Paweł Bryła
Appendix 1. Survey questionnaire addressed to consumers
Paweł Bryła
Appendix 2. Survey questionnaire addressed to companies
Paweł Bryła
Appendix 3. Guide for interviews with managers
Paweł Bryła
Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan