How does brand image and country of origin affect consumer’s decision making process
Author
Radu, Paul-Bogdan
Term
4. term
Publication year
2016
Abstract
Dette speciale undersøger, hvordan brandimage og oprindelsesland (Country of Origin, COO) påvirker forbrugeres beslutningsproces. Med afsæt i litteratur om brandkapital (fx Aaker), COO-effekter og modeller for forbrugerbeslutninger (fx Schiffman) udvikles en teoretisk ramme, der danner grundlag for et spørgeskema. Studiet anvender en kvantitativ surveytilgang med et struktureret spørgeskema, hvor data behandles gennem frekvenstabeller, ANOVA og post hoc-test samt krydstabeller og chi-i-anden-test; skalaers interne konsistens vurderes med Cronbach’s alfa. Fem hypoteser testes: at forbrugere ofte fejlplacerer brands’ oprindelseslande; at højere udviklingsniveau i et land forbindes med højere produktkvalitet; at brands fra udviklede lande opfattes som mere pålidelige end brands fra udviklingslande; at pris er et centralt vurderingskriterium og hænger sammen med demografiske forhold; samt at yngre forbrugere er bedre til at vurdere brandkendetegn (kvalitet, arv) men er mindre loyale. Uddraget indeholder ikke de fulde statistiske resultater, men beskriver analyseopstillingen, fundafsnittets temaer, konklusionens struktur samt begrænsninger og forslag til videre forskning.
This thesis examines how brand image and country of origin (COO) influence the consumer decision-making process. Building on literature on brand equity (e.g., Aaker), COO effects, and consumer decision models (e.g., Schiffman), it develops a theoretical framework that informs a structured questionnaire. The study uses a quantitative survey approach; data are analyzed with frequency tables, ANOVA and post hoc tests, as well as cross-tabulations and chi-square tests, and scale reliability is assessed via Cronbach’s alpha. Five hypotheses are tested: that consumers often misidentify brands’ countries of origin; that higher national development levels are associated with higher perceived product quality; that brands from developed countries are perceived as more reliable than those from developing countries; that price is a key purchase criterion and relates to demographic characteristics; and that younger consumers evaluate brand attributes (quality, heritage) more effectively but show lower loyalty. The excerpt does not report full statistical outcomes, but it outlines the analytical setup, the themes addressed in the findings, the conclusion’s scope, and the study’s limitations and avenues for future research.
[This summary has been generated with the help of AI directly from the project (PDF)]
Documents