Consumer Ethnocentrism in Product Evaluation: The case of Iceland

There has been very little discussion in Iceland whether consumers are more favorable towards domestic made products, rather than imported. The concept Country of Origin (COO) has been studied widely for years in other countries. From the literature review, it was apparent that COO, Country´s image...

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Bibliographic Details
Main Author: Snorri Valur Steindórsson 1981-
Other Authors: Háskólinn í Reykjavík
Format: Thesis
Language:Icelandic
Published: 2011
Subjects:
Neytendahegðun
Ísland
Alþjóðaviðskipti
Meistaraprófsritgerðir
Consumer behavior
International business
Iceland
Online Access:http://hdl.handle.net/1946/10645
Description
Summary:There has been very little discussion in Iceland whether consumers are more favorable towards domestic made products, rather than imported. The concept Country of Origin (COO) has been studied widely for years in other countries. From the literature review, it was apparent that COO, Country´s image and ethnocentrism does influence consumers evaluation of products and it varies between low and high involvement products. This study aims to explore if there is a significant effectt of consumer ethnocentrism in product evalation in Iceland.

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