The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12210 |
Resumo: | 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. |
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The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental StudyO Efeito País de Origem na Avaliação de Cervejas Especiais e na Intenção de Compra dos Consumidores: Um Estudo ExperimentalConsumer 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.Objetivos: analisar o efeito pas de origem sobre a qualidade percebida do produto, a disposio de preo a pagar e a inteno de compra do consumidor.Mtodo: experimental (experimento), com um design fatorial 4 (Pas de Origem: Alemanha, China, Brasil e grupo de controle, sem identificao) x 1 (Produto: cerveja especial Pilsen). Para a anlise dos dados, foi realizada uma anlise multivariada de varincia (MANOVA), aplicando-se testes post-hoc. A amostra foi composta por 159 respondentes, distribudos em quatro grupos experimentais.Originalidade/Relevncia: o estudo abordou o efeito do pas de origem na percepo do consumidor e sua relao com a qualidade percebida, sua disposio de preo a pagar e sua inteno de compra de cervejas especiais.Resultados: os resultados comprovam que o efeito pas de origem, como um atributo extrnseco, age de forma significante sobre a qualidade percebida, a disposio de preo a pagar e a inteno de compra dos consumidores.Contribuies Tericas/Metodolgicas: o desenvolvimento da pesquisa permitiu analisar, na avaliao de um produto, neste caso, cerveja especial (do tipo Pilsen), a fora de um fator extrnseco, ou seja, o efeito pas de origem, e a sua influncia sobre a qualidade percebida, a disposio de preo a pagar e a inteno de compra do consumidor.Universidade Nove de Julho - Uninove2018-03-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1221010.5585/remark.v17i2.3727ReMark - Revista Brasileira de Marketing; v. 17, n. 2 (2018): Abril - Junho; 278-2952177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12210/5854Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBassani, Michel GehlenMilan, Gabriel SperandioLazzari, FernandaDe Toni, Deonir2019-02-19T17:37:56Zoai:https://periodicos.uninove.br:article/12210Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:37:56REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study O Efeito País de Origem na Avaliação de Cervejas Especiais e na Intenção de Compra dos Consumidores: Um Estudo Experimental |
title |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
spellingShingle |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study Bassani, Michel Gehlen 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. |
title_short |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
title_full |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
title_fullStr |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
title_full_unstemmed |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
title_sort |
The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study |
author |
Bassani, Michel Gehlen |
author_facet |
Bassani, Michel Gehlen Milan, Gabriel Sperandio Lazzari, Fernanda De Toni, Deonir |
author_role |
author |
author2 |
Milan, Gabriel Sperandio Lazzari, Fernanda De Toni, Deonir |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Bassani, Michel Gehlen Milan, Gabriel Sperandio Lazzari, Fernanda De Toni, Deonir |
dc.subject.por.fl_str_mv |
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. |
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. |
description |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-03-23 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12210 10.5585/remark.v17i2.3727 |
url |
https://periodicos.uninove.br/remark/article/view/12210 |
identifier_str_mv |
10.5585/remark.v17i2.3727 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12210/5854 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 17, n. 2 (2018): Abril - Junho; 278-295 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138643138314240 |