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Impact of the country of origin of goods or services upon the consumer behavior
Martynova Anastasiia

Post-graduate student, the department of Economic Sociology and Management, M. V. Lomonosov Moscow State University

119234, Russia, g. Moscow, ul. Leninskie Gor, 1

pol-as111@mail.ru

Abstract.

This article is dedicated to examination of the country of origin of goods or services as an important criterion in consumer choice. The author considers the history of establishment of such vector of research, as well as main conclusions made over the time. The article determines the key directions of research on the topic “an effect of the country of origin”, and the importance of development of this aspect at the present time. Conclusions are made on the attitude of the Russians towards Russia as the country of origin of the goods. The author conducts an online survey, which contained the 14-element scale described in this article. It confirmed the results of the previous research on the “effect of the country of origin”. The author underlines that the Russians are willing to demonstrate patriotism by choosing the goods manufactured domestically in order to support the national producers. However, the consumers are not satisfied with the quality of manufactured products. The higher is the level of difficulty of manufacturing, the more consumers prefer to buy foreign products.

Keywords: service, goods, import substitution, production, patriotism, consumer, country of origin effect, consumption, consumer behavior, image of the country

DOI:

10.25136/2409-7144.2018.6.26345

Article was received:

01-06-2018


Review date:

23-05-2018


Publish date:

02-06-2018


This article written in Russian. You can find full text of article in Russian here .

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