CASE STUDY

Case Study - Consumer Perception of Country of Origin of Products

Case Study - Consumer Perception of Country of Origin of Products

How will the success of the 'Made in Europe' label differ across product categories?

Attitudes of consumers towards the products of a particular nation are extremely important to achieve that success, and measure the strengths and competitive weaknesses of a nation in the international market. The concept of country of origin is a track of critical information about the product, which plays a role main in which the product is accepted in different world markets. This occurs as the companies change their production to foreign locations where the factors of production are superior or less expensive, and then market their products around the world. This has become a matter critical in making consumer decisions, because the perception and judgment of the consumers on identical products vary depending on the country in which the items were facts. It is a challenge for marketers to determine the effect of country of origin.

Current environments with high levels of globalization have led to large enterprises manufacture their products in less developed countries to reduce their production costs, while firms in developing countries do in other developed countries to take the prestige of those markets. From the demand side, consumers rely heavily on extrinsic signals, such as trademark, perceived quality or price in the when evaluating products (Bostrom & Klintman, 2008). Under such scenarios, it is increasingly difficult to achieve sustainable competitive advantage by Porter.

Therefore, it is becoming of greater interest to countries to implement marketing strategies would achieve a position against other countries. Furthermore, include the strategic role played by brands to the great diversity of offerings undifferentiated, saturation in the media and the influence of new technologies information. The increase marks the perceived usefulness and the desire to possess them, are indicators of safety for consumers and sources of origin, since activated signs of its origin among consumers when they come into contact with the same. This work focuses on the study of attribute country of origin and brands as assets key strategic assessments of consumers. In general terms, it is investigate the role that both attributes play in the decision processes of consumers and which is their relative importance in relation to other factors (Conrad, 2011). The consumer before decide to purchase a product is subject to a process of information search and evaluating the same.

This information is the result of a variable period of time that is captured and stores this information through intrinsic signals and/or external indicators (DebBurman, 2005). As signs intrinsic can find the services, quality of products and fashion trends or that, depending on the type of product, affect a greater or lesser degree, on the other hand, among the signals Extrinsic include branding, advertising or country of origin. Usually, when the intrinsic signal can not be evaluated easily, Consumers tend to rely more on extrinsic. Then, before the variety of stimuli to which individuals are subjected, ...