The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study

• Autor(a) principal: Bassani, Michel Gehlen
• Data de Publicação: 2018
• Outros Autores: Milan, Gabriel Sperandio, Lazzari, Fernanda, De Toni, Deonir
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12210
• topic: Consumer Behavior; Country of Origin Effect; Perceived Quality; Willingness to Pay; Purchase Intent.; Comportamento do Consumidor; Efeito País de Origem; Qualidade Percebida; Disposição de Preço a Pagar; Intenção de Compra.

Objetives: analyze the country of origin effect on the perceived product quality, the price-willingness to pay and the consumers purchase intention.Method: experimental (experiment), with a factorial design 4 (Country of Origin: Germany, China, Brazil, and a controls group) x 1 (Product: special Pilsen beer). For data analysis, a quantitative statistical approach was performed with data processed by means a multivariate analysis of variance (MANOVA), applying post-hoc tests. The sample consisted of 159 respondents who were distributed in the four experimental groups.Originality/Relevance: the study approached the country of origin effect on consumer perception and its relationship with perceived quality, willingness to pay and purchase intention of special beer.Results: the results show that the country of origin effect, as an extrinsic attribute, has a significant role in the perceived quality, willingness to pay and consumers purchase intentions.Theoretical/Methodological Contrbutions: the development of the research allowed us to analyze, in the evaluation of a product, in this case, special beer (Pilsen type), the strength of an extrinsic factor, that is, the country of origin effect, and its influence on the perceived quality, the price-willingness to pay and the consumers purchase intention.