Article1995

Russian Consumer Perceptions of Foreign and Domestic Consumer Goods: An Analysis of Country-of-Origin Stereotypes with Implications for Promotions and Positioning

David R. Strutton · Sheb L. True · Raymond C. Rody

50 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Behavior in Brand Consumption and Identification European Cultural and National Identity Cultural Differences and Values

Abstract

Although Russia is continually in the news, reliable information relating to the consumer behavior of Russian citizens is not available. Despite ongoing turmoil, free market economies should eventually emerge in Russia. In fact, Russia could represent one of the next major growth opportunities for U.S. exporters. This study evaluated Russian consumers perceptions toward domestic, German, Japanese and U.S. products. Russian consumer perceptions of “country-of-origin” characteristics differed significantly on 13 perceptual dimensions. Implications for strategic promotion and competitive positioning of U.S. goods in Russia are presented.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Feeling and thinking: Preferences need no inferences.1989Country Image: Halo or Summary Construct?1989Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective 1985Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective 1982The Concept of External Validity 1991A Cross-National Assessment of the Reliability and Validity of the CETSCALE

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2000Consumer ethnocentrism, product necessity and quality perceptions of Russian consumers 2006Assessing Russian consumers' imported versus domestic product bias 2013On What Do Consumer Product Preferences Depend? Determining Domestic versus Foreign Product Preferences in an Emerging Economy Market 2006Unravelling country-of-origin : semiotics as a theoretical basis for a meaning-centred approach towards country-of-origin effects 2013Nation Equity: Integrating the Multiple Dimensions of Country of Origin Effects

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