Consumer ethnocentrism, country of origin and marketing: food market in Poland

1. Introduction

　

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

2. Consumer ethnocentrism and country-of-origin effect on the food market – a survey among Polish consumers

Paweł Bryła

3. Consumer ethnocentrism and country-of-origin effect on the food market – a survey in the food marketing channel

Paweł Bryła

4. Consumer ethnocentrism and country-of origin effect on the food market -verification of hypotheses

Paweł Bryła

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

5. Biedronka: How to create a Polish image of a foreign discount chain

Tomasz Domański

6. Grot: A case study of a family company operating in the market of traditional meat products

Tomasz Domański

7. A case study of an organic dairy plant – EkoŁukta: How to elicit consumer ethnocentrism based on the regional origin of an organic product

Tomasz Domański

8. Klimeko: a case study of a family company operating on the dairy market

Tomasz Domański

9. Srebrna Góra Vineyard: How to build a Polish wine brand

Tomasz Domański

10. Conclusion with managerial implications

Tomasz Domański and Paweł Bryła

　

Appendix 1. Survey questionnaire addressed to consumers

Paweł Bryła

Appendix 2. Survey questionnaire addressed to companies

Paweł Bryła

Appendix 3. Guide for interviews with managers

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.