The Impact of Country of Origin on Consumer Purchase Intentions

Ing. Sabina Rzayeva

Master's thesis

Anotácia:

The impact of a product's country of origin on consumer purchase in-ten-tions is pivotal in the global market. This thesis explores how coun-try of origin influences consumer behavior, focusing on quality percep-tion, brand image, and willingness to pay. Using the Azerbaijani wine market as a case study, the research employs a mixed-method appro-ach, ana-lyzing both qualitative and quantitative data. Findings reveal that COO significantly affects consumer preferences and decision-making, high-lighting the importance of strategic communication and branding to leverage COO effects in marketing.

Abstract:

The impact of a product's country of origin on consumer purchase in-ten-tions is pivotal in the global market. This thesis explores how coun-try of origin influences consumer behavior, focusing on quality percep-tion, brand image, and willingness to pay. Using the Azerbaijani wine market as a case study, the research employs a mixed-method appro-ach, ana-lyzing both qualitative and quantitative data. Findings reveal that COO significantly affects consumer preferences and decision-making, high-lighting the importance of strategic communication and branding to leverage COO effects in marketing.

Keywords

Country of Origin, Purchase Intentions, Communication Strategies, Branding Tactics, Consumer Behaviour, Wine Purchase Decision

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 10. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 6. 2024
• Vedúci: Ing. Renata Čuhlová, Ph.D.
• Oponent: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / odbor:
Business Management / Business Management