ABSTRACT

Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies.

This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels, and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study.

Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing, and international marketing scholars and students.

chapter 1|40 pages

Introduction with literature review

ByPaweł Bryła

part Part I|88 pages

Consumer ethnocentrism and country-of-origin effect on the food market – quantitative results from Poland

part Part II|175 pages

Case studies of marketing strategies appealing to consumer ethnocentrism or country-of-origin effect

chapter 5|29 pages

Biedronka

How to create a Polish image of a foreign discount chain
ByTomasz Domański

chapter 6|43 pages

Grot

A case study of a family company operating in the market of traditional meat products
ByTomasz Domański

chapter 7|25 pages

A case study of an organic dairy plant – EkoŁukta

How to elicit consumer ethnocentrism based on the regional origin of an organic product
ByTomasz Domański

chapter 8|25 pages

Klimeko

A case study of a family company operating on the dairy market
ByTomasz Domański

chapter 9|35 pages

Srebrna Góra Vineyard

How to build a Polish wine brand
ByTomasz Domański

chapter 10|17 pages

Conclusion with managerial implications

ByTomasz Domański, Paweł Bryła