engleski

Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product

The economic and social changes occurring in the former socialist and communist countries of Central and Eastern Europe point to the need for more intensive consumer-based market research. This paper reports on a study of young Croatian consumers' attitudes towards a foreign and domestic product of a single low-involvement food product category (chocolate). Of particular interest were the roles played by country of origin (COO) and brand in the consumers' purchase decision process. The research findings indicate some consistency in the way consumers structure their assessments of country of origin, brand and price cues in their evaluation of a Croatian, Western and Eastern European food product (chocolate). Implications for both academics and practitioners are drawn.

Country Of Origin; Brand; FMCG; Republic Of Croatia

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