“The impacts of country-of-origin and ethnocentrism on consumers’ product evaluations”

Abstract

The purpose of this study is to develop communication strategies based on country-of-origin effects evoking different consumer perceptions. To what extent consumer ethnocentrism influences the evaluation of goods produced in one’s home country, contrary to internationally manufactured products, illustrates another main purpose of this thesis. In order to investigate how Swedes in comparison to Germans rate products from Scandinavia and goods produced in the Germanic countries, one hundred respondents of each culture participate at a questionnaire study. Data is collected through a standardized questionnaire which is sent out via email. Combining a quantitative research method with qualitative short interviews allows this study to not only apply an empirical research methodology, but to also gain in-depth insights into culturally different consumer perceptions. Results suggest a strong impact of country-of-origin as well as varying degrees of ethnocentrism, ascribable to the socio-demographics of both cultural groups. The influence of cultural similarity on consumers’ product evaluations as well as additionally interesting results are found. Based on the study results intercultural communication strategies are developed in relation to the investigated product categories.