Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Purpose: To identify the relevance ethnocentrism, affinity and product country-image (the
three theory effect affectionately called “the enchilada effect” by the authors) have on the
consumers’ decision-making process as well as their effect on the consumers’ preferences for
certain product attribute importance and types.
Problem: In modern society most marketplaces around the world are full of foreign products.
The importance ethnocentrism and the country of origin (COO) effect have on the consumers’
decision process has already been studied and identified on several researches along several
decades. This mentioned, the authors think not only ethnocentrism, but also affinity and PCI
might have an effect on this decision process as well. Therefore, they believe this to be an
interesting and important consumer behavior phenomenon to investigate. Further, they want
to identify how much these theories influence the consumers in two areas: first, the relative
preferences of 8 attributes importance (price, quality, design, weight, energy saving, capacity,
material, and HDD storage capacity) distributed in 4 product categories (laptops, refrigerators,
bicycles and shoes); and second, their effect on consumers’ preferences over two types of
product versions (low-end versus high-end) that differ in price and their added features with
the basic price-quality relationship i.e. the more expensive the better it is.
2011. , 90 p.