Wyniki wyszukiwania - BazTech

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Influence of ethnocentric attitudes towards tequila attributes related to country of origin effect

Szymkowiak Andrzej, Romanowski Robert, Łach Jakub

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

337--354

EN

Purpose: The aim of the article is to determine the impact of ethnocentrism on the assessment of product attributes in consumer purchase decision-making. The reason for undertaking the work was interest in the topic of ethnocentrism and determining the impact of product attributes unrelated to functionality on consumer preferences. Design/methodology/approach: In order to achieve the objective, a questionnaire was conducted using the Internet survey method (CAWI) on a sample of 650 respondents from the USA. Respondents were asked to choose the tequila that looked the same in the photos, in relation to which 6 attributes of the product's country of origin were changed: (raw) materials, place of production, nationality of the company employees and owner, company headquarters and country to which taxes are paid. The use of the conjoint method made it possible to determine the significance of factors when assessing the origin of the product. Moreover, to determine ethnocentric attitude, respondents were asked to answer 20 questions on a modified CET scale. Findings: The most significant product attribute associated with the country of origin was the place of production, followed by the place of paying taxes and the source of (raw) materials. The least important attribute was the origin of the employees. However, differences in the assessment regarding the attributes of the country of origin were determined with regard to the level of ethnocentrism represented by the respondents. For highly ethnocentric consumers, the most important attribute was where the tequila company paid its taxes. On the other hand, for consumers demonstrating a low level of ethnocentrism, the place of production was the most significant. Research limitations/implications: The study was conducted among US citizens, which means that it would be worth conducting such a study on other continents, especially in countries with a high consumption of alcoholic products. The conducted empirical study, its results and methodology, may be inspiration for further scientific research in the analysed field. Due to the range and complexity of the studied issues as well as the research area, this work does not fully exhaust such an extensive subject. In further research, the respondents should represent different age groups, as well as levels of education and ethnocentrism. Consumers could also be distinguished by the number of people in the household and their annual household income. Practical implications: The publication can be used by both owners and marketing departments of companies producing alcohol, but also other products with a diffuse country of origin effect. The information contained in the research could be applied in shaping campaigns among clients with different levels of ethnocentrism. Originality/value: In the article, a comprehensive description has been given of the potential for displaying various product attributes related to the country of origin, important from the point of view of consumers' decisions about different levels of ethnocentrism. What may be considered innovative is the analysis, ranking attributes concerning the country of origin depending on the level of consumer ethnocentrism.

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Determining customer value dimensions: a conjoint analysis approach

Kuzmanović M., Gušavac B. A., Martić M.

Research in Logistics & Production

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2011

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Vol. 1, No. 3

139-150

EN

In today's highly competitive environment, where sources of product and process-based competitive advantage are quickly imitated by competitors, it is becoming increasingly difficult to differentiate on technical features and quality alone. Companies may overcome this problem by incorporating the 'voice of the customer' into the design of new products and focusing on customer value, thereby offering total solutions to customer needs. Therefore, it is critical for all technology-based companies to gain an accurate understanding of the potential value of their offerings, and to learn how this value can be further enhanced. An important tool to elicit customer value at an early stage of the product development is the conjoint analysis. Conjoint analysis is a research technique for measuring customers' preferences, and it is a method for simulating how customers might react to changes in current products or to new products introduced into an existing competitive market. The paper will show how conjoint analysis can be used to bridge the information gap between the company and its customers, by confronting the value the company intends to offer with the value desired by its customers.

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Incorporating Customer Preference Information into the Forecasting of Service Sales

Rzepakowski P.

Journal of Telecommunications and Information Technology

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2009

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nr 3

50-58

EN

Customers change their preferences while getting more familiar with services or being motivated to change their buying habits. Different sources of motivation induce customers to change their behavior: an advertisement, a leader in a reference group, satisfaction from services usage and other experiences, but usually those reasons are unknown. Nevertheless, people vary in susceptibility to suggestions and innovations, and also in preference structure change dynamics. Historical information about the preference structure gives additional information about uncertainty in forecasting activity. In this work the conjoint analysis method was used to find customer preference structure and to improve a prediction accuracy of telecommunication services usage. The results have shown that prediction accuracy increases about by one percent point, what results in a 20 percent increase after using proposed algorithm modification.

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Supporting telecommunication product sales by conjoint analysis

Rzepakowski P.

Journal of Telecommunications and Information Technology

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2008

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nr 3

28-34

EN

Conjoint analysis is widely used as a marketing research technique to study consumers' product preferences and simulate customer choices. It is used in designing new products, changing or repositioning existing products, evaluating the effect of price on purchase intent, and simulating market share. In this work the possibility of conjoint analysis usage in telecommunication filed is analyzed. It is used to find optimal products which could be recommended to telecommunication customers. First, a decision problem is defined. Next, the conjoint analysis method and its connections with ANOVA as well as regression techniques are presented. After that, different utility functions that represent preferences for voice, SMS, MMS and other net services usage are formulated and compared. Parameters of the proposed conjoint measures are determined by regression methods running on behavioral data, represented by artificially generated call data records. Finally, users are split in homogenous groups by segmentation techniques applied to net service utilities derived from conjoint analysis. Within those groups statistical analyses are performed to create product recommendations. The results have shown that conjoint analysis can be successfully applied by telecommunication operators in the customer preference identification process. However, further analysis should be done on real data, other data sources for customer preference identification should be explored as well.