Origin Country Effect on Consumer Perception of Products and Brands

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Brand differentiation is an economic concept that influences business advertorials and strategy (Agrawal & Kamakura 1999). Business managers have developed various concepts to understand consumer behaviour and preference. As a result, researchers argue that consumer behaviour is influenced by several variables (Keller 2008). However, the concept of brand origin recognition accuracy (BORA) exposes consumer behaviour based on differentiation. To understand the concept, the researcher evaluated consumer knowledge on product origin using the BORA framework. Previous surveys revealed that brand recognition among customers did not influence their purchasing behaviour. Thus, the paper analysed the country-of-origin effect based on consumer ethnocentrism, cosmopolitanism, and patriotism.

One hundred fifty respondents in the UK were asked to identify 18 brands. Nine brands were UK origin, while 9 were non-UK origin. The maximum consumer cosmopolitanism score was 30, while the minimum was 0. Demographic information and biodata of the respondents were collected and analysed. Table 1 shows the frequency of gender distribution.

Table 1 Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 67 44.7 44.7 44.7
Female 83 55.3 55.3 100.0
Total 150 100.0 100.0

The result revealed that the population of female respondents was 83, while the male population was 67. Consequently, the cumulative percentage of female respondents was 55.3. However, the cumulative percentage of male respondents was 44.7.

Table 2 BORA_UK
Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 .7 .7 .7
2 5 3.3 3.3 4.0
3 3 2.0 2.0 6.0
4 8 5.3 5.3 11.3
5 18 12.0 12.0 23.3
6 32 21.3 21.3 44.7
7 39 26.0 26.0 70.7
8 38 25.3 25.3 96.0
9 6 4.0 4.0 100.0
Total 150 100.0 100.0
Table 3 BORA_NON-UK
Frequency Percent Valid Percent Cumulative Percent
Valid 3 1 .7 .7 .7
4 4 2.7 2.7 3.3
5 8 5.3 5.3 8.7
6 20 13.3 13.3 22.0
7 45 30.0 30.0 52.0
8 44 29.3 29.3 81.3
9 28 18.7 18.7 100.0
Total 150 100.0 100.0
Table 4 COSMO
Frequency Percent Valid Percent Cumulative Percent
Valid 5 3 2.0 2.0 2.0
7 1 .7 .7 2.7
10 2 1.3 1.3 4.0
12 1 .7 .7 4.7
14 2 1.3 1.3 6.0
15 5 3.3 3.3 9.3
16 1 .7 .7 10.0
17 2 1.3 1.3 11.3
18 3 2.0 2.0 13.3
19 6 4.0 4.0 17.3
20 14 9.3 9.3 26.7
21 8 5.3 5.3 32.0
22 4 2.7 2.7 34.7
23 11 7.3 7.3 42.0
24 8 5.3 5.3 47.3
25 38 25.3 25.3 72.7
26 7 4.7 4.7 77.3
27 5 3.3 3.3 80.7
28 8 5.3 5.3 86.0
29 3 2.0 2.0 88.0
30 18 12.0 12.0 100.0
Total 150 100.0 100.0

The researcher analysed three variables based on validity and reliability. We can hypothesise that consumers’ identification skill was based on a higher level of BORA, Internet use, international experience, age, income, and level of understanding. However, these variables were not components of the research. A previous survey revealed that higher levels of brand origin recognition accuracy influenced consumer’s identified skills (Sweeney et al. 2014). Table 2 revealed responses associated with UK brands. The result revealed that 6 respondents identified the UK brands. However, 38 respondents identified 8 UK brands, while 39 people identified 7 UK brands. Table 3 showed that 28 people identified 9 non-UK brands, while 45 respondents identified 7 non-UK brands. Consequently, the COSMO result revealed that 38 respondents scored 25. The results revealed that consumer cosmopolitanism, patriotism, and ethnocentrism influence the global market (Cleveland, Laroche & Papadopolous 2009).

References

Agrawal, J & Kamakura, W 1999, ‘Country of origin: a competitive advantage?’ International Journal of Research in Marketing, vol. 16 no. 4, pp. 255–267.

Cleveland, M, Laroche, M, & Papadopolous, N 2009, ‘Cosmopolitanism, consumer ethnocentrism and materialism: an eight country study of antecedents and outcomes’, Journal of International Marketing, vol. 17 no. 1, pp. 116-146.

Keller, K. 2008, Strategic Brand Management, Pearson Prentice Hall, USA.

Sweeney, J, Williams, A, Anderson, R, Freeman, J, & Shoesmith, E. 2014. Statistics for business and economics, 3rd edn, Cengage Learning Andover, Hampshire.

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