Znaczenie kraju pochodzenia (COO) w ocenie mało i wysoko angażujących produktów przez młodych konsumentów w Polsce

Małgorzata Budzanowska-Drzewiecka,

Monika Jedynak

Abstrakt

Importance of the country-of-origin in evaluation of low and highly involving products among young adults in Poland

The objective of this paper is to analyze the impact of the country-of-origin on product evaluation and purchase intention among young adults (students), using an experimental approach.
The study explored the effects of two sub-components of COO with three countries (homeland – Poland; foreign: Italy and Romania), for two products: highly involving (washing machine) and low involving (chocolate).
Findings suggest that the COO (sub-components) is a factor differentiating the respondents’ choices and confirm the legitimacy of the study of the impact of COO in the case of the differentiated products.

Słowa kluczowe: kraj pochodzenia, młodzi konsumenci, ocena produktu, intencja zakupu
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