Country of Origin Effect
Implications for the Marketing of German Beer in the UK
- Art: MA-Thesis / Master
- Autor: Guido Mihm
- Abgabedatum: September 1995
- Umfang: 107 Seiten
- Dateigröße: 11,9 MB
- Note: 1,7
- Institution / Hochschule: University of Strathclyde Großbritannien
- Bibliografie: ca. 58
- ISBN (eBook): 978-3-8366-0692-9
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Mihm, Guido September 1995: Country of Origin Effect, Hamburg: Diplomica Verlag
- Schlagworte: International Marketing, Brauerei, Bier, Market Segmentation, Country Image
38,00 €
PDF-eBook Download: 38,00 €
MA-Thesis / Master von Guido Mihm
Abstract:
Consumers have significantly different country images or general perceptions about products made in different countries. Consumers use country image in product evaluation because they often are unable to detect the true quality of a country's products before purchase. Extensive research on the impact of country of origin on buyers evaluations of products has been reported in international marketing literature.
This study concerns the German beer industry: threatened by imported 'impure' beer, facing a declining and very competitive domestic market many small and medium sized enterprises are beginning to take exporting as an option into consideration. The question is how German beer is perceived in the UK and whether the country image should be utilised in the promotion of new product offerings.
The first part of this dissertation provides an overview of the country of origin (COO) literature by compiling and discussing findings regarding the way it operates, the factors influencing value and magnitude, and limitations of previous studies. The market attractiveness of the UK beer market was assessed and compared to the situation of the German market.
The primary research of the second part consists mainly of a consumer based attitudinal survey. The sample was restricted to 18-36 years old premium beer drinkers. For this sample COO has only a minor direct influence on the purchase decision. COO should, nevertheless, be communicated because it is likely to have an influence on the quality perception of beer and foreign origin is a prerequisite for being seen as a premium beer.
German beer is perceived as being superior in terms of quality and taste. That is one factor contributing to the attractiveness of the UK market. The market is also attractive in terms of size and future growth. The marketing mix should be consistent with a differentiation strategy of a premium beer. A country image dimension might be part of a unique brand image.
Table of Contents:
| Introduction and Objectives | 1 | |
| 1.1 | Introduction | 1 |
| 1.2 | The need for information | 2 |
| 1.3 | Research objectives and information needs | 3 |
| 1.4 | Organisation of this report | 3 |
| Literature Review | 5 | |
| 2.1 | Introduction | 5 |
| 2.2 | The Effect of Country-of-Origin | 6 |
| 2.2.1 | Country-of-Origin as an Extrinsic Information Cue | 6 |
| 2.2.2 | Halo and Summary Construct | 8 |
| 2.2.3 | Country image as a multidimensional construct | 9 |
| 2.3 | Factors Impinging on Value/Direction and Magnitude of COO Effects | 10 |
| 2.3.1 | Level of Economic Development of the Source Country | 11 |
| 2.3.2 | Differences between consuming countries | 12 |
| 2.3.3 | Characteristics of Consumers | 13 |
| 2.3.4 | Perceived Risk and Familiarity | 15 |
| 2.3.5 | Presence of other Information Cues | 16 |
| 2.4 | Methodological issues of COO-Research | 18 |
| 2.5 | Conclusions | 21 |
| The Beer Market | 23 | |
| 3.1 | Introduction | 23 |
| 3.2 | Market sectors | 23 |
| 3.3 | Industry supply | 26 |
| 3.4 | The Premium Lager Market | 27 |
| 3.5 | The situation of the German beer industry | 36 |
| 3.6 | Summary | 41 |
| Methodology | 42 | |
| 4.1 | Introduction | 42 |
| 4.2 | Research design and sources of data | 44 |
| 4.2.1 | Type of research | 44 |
| 4.2.2 | Data sources | 45 |
| 4.3 | Data collection procedure | 46 |
| 4.3.1 | Types of respondent data | 46 |
| 4.3.1.1 | Attitude measurement | 47 |
| 4.3.1.2 | Respondents characteristics | 48 |
| 4.3.1.3 | Past behaviour | 49 |
| 4.3.2 | Methods of collecting respondents data | 49 |
| 4.3.3 | Questionnaire design | 51 |
| 4.4 | Design of the sample | 52 |
| Results of the Research | 56 | |
| 5.1 | Introduction | 56 |
| 5.2 | Sample characteristics | 56 |
| 5.2.1 | Sex | 56 |
| 5.2.2 | Age | 56 |
| 5.2.3 | Occupation | 57 |
| 5.4.2 | Consumption of premium beer | 58 |
| 5.3 | Results | 59 |
| 5.3.1 | Brand choices | 59 |
| 5.3.2 | Main purchasing criteria for premium beer | 63 |
| 5.3.3 | Familiarity with the country of origin of premium beer | 67 |
| 5.3.4 | Perception of Germany as a beer producer | 69 |
| 5.4 | Hypotheses evaluation | 72 |
| 5.5 | Limitations of the study | 73 |
| 5.6 | Summary | 75 |
| Conclusions and Summary | 77 | |
| 6.1 | Introduction | 77 |
| 6.2 | Conclusions related to the COO research | 77 |
| 6.3 | Conclusions related to the situation of potential German exporters | 81 |
| 6.3.1 | Market attractiveness | 81 |
| 6.3.2 | Marketing mix | 84 |
| 6.4 | Summary | 87 |
| 6.4.1 | Findings of the secondary research into COO | 87 |
| 6.4.2 | Main characteristics of the Beer market | 88 |
| 6.4.3 | Main findings based on the survey | 90 |
| 6.4.4 | Conclusions | 91 |
| List of Reference | 93 | |
| Appendix: Questionnaire | 100 |
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38,00 €
PDF-eBook Download: 38,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783836606929
Arbeit zitieren:
Mihm, Guido September 1995: Country of Origin Effect, Hamburg: Diplomica Verlag
Schlagworte:
International Marketing, Brauerei, Bier, Market Segmentation, Country Image
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