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The Country-of-Origin Effect in the Personal Care Market: A study on Swedish consumers’ perception of Chinese products
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: The Country-of-Origin Effect in the Personal Care Market 

Level: Final assignment for Bachelor’s Degree in Business Administration

Author: Simon Andersson and Gustaf Persson

Supervisor: Jonas Kågström

Date: 2019 – January

Aim: The study aims to analyse Swedish consumers’ perceptions on the Country-of-Origin effects regarding Chinese products.

Method: The study is based on a quantitative method. The data collection was done with a questionnaire with a deductive approach. The empirical data was collected through a web survey which was published on social media e.g. Facebook and LinkedIn. The data was then processed in the statistical program IBM SPSS Statistics (SPSS) to form models, figures and values. A descriptive-, correlation-, factor- and cluster-analysis was then formed.

Result & Conclusion: The results showed how different variables correlate, different factors which the variables were grouped in and five different clusters of respondents. The conclusion is that there is a so-called COO-effect for Swedish consumers subconsciously. Furthermore, Swedish consumers are aware of the origin, but rank other quality and price as higher cues.

Contribution of the thesis: This study aims, with help of previous research and a conducted survey, examine how Swedish consumer perceptions of Chinese personal care products regarding the COO-effect. Furthermore, it provides information on how Swedish consumers ranks certain cues. The study is unique since it provides insight on a market that has not yet been analysed with regard to the COO effect (Sweden) and with a certain product group where there is no current research available in relation to COOeffects. Furthermore, the study contributes to general COO-research, with certain implications deriving from previous research. There are both theoretical and practical contributions of importance, illustrating Swedish consumer perceptions of Chinese products.

Suggestions for future research: This essay is limited to the Swedish market and focused on a particular product group. There are several other products groups that are yet to be researched in regard to COO-effects/consumer perception. Further research could compare two different product groups with high involvement to analyse the difference between certain product types. A comparison between two (or more) different countries would provide a vertical view of COO-effects, analysing the differences between different consumer perceptions and what cultural variables that may be vital for purchasing decisions.

Keywords: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust

Abstract [sv]

Titel: The Country-of-Origin Effect in the Personal Care Market 

Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi

Författare: Simon Andersson och Gustaf Persson

Handledare: Jonas Kågström

Datum: 2019 – Januari

Syfte: Studien syftar att analysera svenska konsumenters uppfattning om effekterna av ursprungsland för kinesiska produkter.

Metod: Studien baseras på en kvantitativ metod. Datainsamlingen skedde med en enkätundersökning som utgår från ett deduktivt synsätt. Empiriska data har samlats in via en webbenkät som publicerades på sociala medier som exempelvis Facebook och LinkedIn. Data behandlades i statistikprogrammet IBM SPSS Statistics (SPSS) för att få ut resultat; modeller, figurer och värden. Sedan utformades en deskriptiv analys, korrelationsanalys, faktoranalys och en klusteranalys.

Resultat & slutsats: Resultatet uppvisade hur olika variabler korrelerar, olika faktorer som grupperar variabler samt fem olika kluster med respondenter. Vi kan dra slutsatsen att det finns en så kallad ”country-of-origin” (COO) -effekt som svenska konsumenter inte är medvetna om. Svenska konsumenter är medvetna om produktens ursprung, men rankar variablerna kvalitet och pris högre.

Examensarbetets bidrag: Denna studie syftar till, att med hjälp av tidigare forskning och en genomförd undersökning, analysera svenska konsumenters uppfattning av kinesiska hälsoprodukter när det gäller COO-effekten. Dessutom ger den information om hur svenska konsumenter rankar olika variabler vid köp. Studien är unik eftersom den ger insikt om en marknad som ännu inte analyserats med avseende på COO-effekten och med en viss produktgrupp som det inte finns någon forskning om samband av COO-effekter. Studien kommer dessutom att bidra till generell COO-forskning, med vissa avvikelser som härrör från tidigare forskning. Det finns både teoretiska och praktiska bidrag av betydelse, som ger en inblick i svenska konsumenters uppfattning av kinesiska produkter.

Förslag till fortsatt forskning: Den här uppsatsen avgränsar sig till den svenska marknaden och riktade in sig på en särskild produktgrupp. Det finns flera andra produktgrupper som ännu inte undersöks med avseende på COO-effekter och dess inverkan på konsumenters uppfattning. Framtida forskning kan jämföra två olika produktgrupper för att analysera de skillnader som finns/inte finns. En jämförelse mellan två (eller flera) olika länder skulle ge en vertikal bild av COO-effekter och en sådan analys skulle öka förståelse för att förstå vilka kulturella skillnader som är avgörande i konsumentbeteende.

Nyckelord: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust

Place, publisher, year, edition, pages
2019. , p. 78
Keywords [en]
Country-of-origin, COO, Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-29315OAI: oai:DiVA.org:hig-29315DiVA, id: diva2:1290177
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2019-03-13 Created: 2019-02-19 Last updated: 2019-03-13Bibliographically approved

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