Dissertation
The Country of Origin (COO) effect on quality perceptions and willingness to pay in cosmetic products: An investigation of US and Colombian consumers
University of the Sunshine Coast, Queensland
Doctor of Philosophy, University of the Sunshine Coast, Queensland
2021
DOI:
https://doi.org/10.25907/00104
Abstract
With saturated domestic markets, brands are increasingly entering new international markets. Nielsen Media Research alone lists more than half a million brands (Incmagazine 2021), most of them unknown to the majority of consumers. Thus, the challenge to differentiate from competitive offers and target consumer groups who provide attractive margins also increases. One avenue international brands use to differentiate their product portfolio is to promote their country of origin (COO), which is an extrinsic product cue to assist consumers to evaluate products.
Research regarding COO effects in the domain of beautification products is scarce. So far, only a handful of studies have explored the applicability of COO and its effect on consumers evaluations of cosmetics (Kumar 2015; Ngoc 2013; Pilelienė & Šontaitė-Petkevičienė 2014). The cosmetics industry is one of the most resilient global market segments with a forecasted growth rate of 7% between 2018 and 2024 (Zion 2018). With more than US$530 bn turnover in 2017, it has grown into a sizeable and important industry sector, well ahead in size of, for example, the global wine and seafood market and even bigger than the global home appliances market, which recorded only slightly more than US$500 bn in worldwide sales (Allied Market Research 2019; Statista 2019; Zion 2018). Thus, this research seeks to extend marketing scholars understanding of COO in the under-researched area of beauty products.
Details
- Title
- The Country of Origin (COO) effect on quality perceptions and willingness to pay in cosmetic products: An investigation of US and Colombian consumers
- Authors
- Christof Burlefinger
- Contributors
- Meredith Lawley (Supervisor) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesRory Mulcahy (Supervisor) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Awarding institution
- University of the Sunshine Coast, Queensland
- Degree awarded
- Doctor of Philosophy
- Publisher
- University of the Sunshine Coast, Queensland
- DOI
- 10.25907/00104
- Organisation Unit
- School of Business and Creative Industries; Faculty of Science, Health, Education and Engineering; Faculty of Arts, Business and Law; University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99584906402621
- Output Type
- Dissertation
Metrics
28 File views/ downloads
193 Record Views