Country of Origin
The effect of Country-of-Origin (COO) messages in the market expansion strategy for the Zara product range may be important for attaining strong growth objectives over the next five years. COO is acknowledged to influence consumer attitudes and behaviour and can be used to positively influence the market position of a product. The role of COO has evolved considerably over the past fifty years and there are conflicting pieces of evidence as to its effects. However, the balance of evidence suggests that where a COO and a brand can be matched with an appropriate target international market, COO can have a significant effect. A literature review has identified five key areas of COO research that relate to the strategies for Zara – the role of local COO effect – defined as consumer ethnocentrism – for the nationwide expansion of the Zara target market; the role of contextual analysis in the implementation of COO strategy; the perception and congruency of country-image; the influence of COO on branding; and the impact of consumer behaviours. The key recommendations from these areas are that contextual analysis of local and international markets are required to ascertain the current perceptions of the skincare market, of New Zealand as a COO, of the similarities between NZ (as the COO) and the country of the target market, and of the local NZ market to create a branding strategy that can deliver consistent messages about product quality and positioning. Using the COO effect may be of significant benefit to the expansion of the Zara product range.
Parametri
| linguaggio |  | inglese |
| numero di parole |  | 3387 (ca. 9.5 pagine) |
| qualità del contenuto |  | N/A |
| livello di linguaggio |  | N/A |
| prezzo |  | gratis |
| bibliografia |  | 32 |
Sommario
Executive Summary i
Table of Contents ii
Introduction 3
Discussion 4
Theoretical Background 4
Ethnocentrism and the NZ market 5
COO and Context 5
Perception of Country Image and Congruency 6
COO and Brands 6
Consumer Behaviour 7
Conclusions 8
Recommendations: 9
References 10
Anteprima della tesi: Country of Origin
Executive Summary The effect of Country-of-Origin (COO) messages in the market expansion strategy for the Zara product range may be important for attaining strong growth objectives over the next five years. COO is acknowledged to influence consumer attitudes and behaviour and can be used to positively influence the market position of a product. The role of COO has evolved considerably over the past fifty years and there are conflicting pieces of evidence as to its effects. However, the balance of evidence suggests that where a COO and a brand can be matched with an appropriate target international market, COO can have a significant effect. A literature review has identified five key areas of COO research that relate to the strategies for Zara – the role of local COO effect – defined as consumer ethnocentrism – for the nationwide expansion of the Zara target market; the role of contextual analysis in the implementation of COO strategy; the perception and congruency of country-image; the influence of COO ...
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Tesi presente nelle categorie
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Studi Economici
/Vendita
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Scienze Di Studi umanistici
/Sociologia
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