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The effects of a product´s Country-Of-Origin on different consumer age groups in Germany

  • Globalization brought high competition in the market. Therefore, international Marketers started to use a strategy of linking a product to its Country of Origin to get a potential competitive advantage on their product. Previous studies have found that the effect of Country-of-Origin on consumer´s product evaluation, perception and purchase intention. However, it was limited to find the County-Of-Origin effect on different age groups especially in Germany. The purpose of this research was to analyze the effect of Country of Origin on German consumer´s product evaluation and different age groups. Projective test was adopted for designing the questionnaire and Italy, China and France were selected as the country. In the end, the data was represented by statistical analysis and graphic representation. This research comes to the conclusion that the Country of Origin either has an impact or has no impact on German consumer´s product evaluation. Their evaluation showed various results based on country and product information such as Country image, Country of Manufacturer image, product category and brand. Therefore, this research was not able to define the general Country of Origin effect on German consumer´s product evaluation. However, this research will give an insight for designing a future research and a more comprehensive understanding of the Country of Origin effect on age groups.

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Author:Jeonggu Shim
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2019/05/29
Tag:Country of origin
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG