Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers
Purpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers. Methodology: The study covers several types...
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| Format: | Article |
| Language: | English |
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Kozminski University
2018-09-01
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| Series: | Journal of Management and Business Administration, Central Europe |
| Subjects: | |
| Online Access: | https://mbace.eu/resources/html/article/details?id=181622 |
| _version_ | 1818307404759040000 |
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| author | Radosław Baran |
| author_facet | Radosław Baran |
| author_sort | Radosław Baran |
| collection | DOAJ |
| description | Purpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers.
Methodology: The study covers several types of cosmetics: creams, shampoos, soaps, and lotions. The text analyzes twelve characteristics of brands and twelve countries of origin. The quantitative study bases on the Web Panel Interview method. The survey is representative of Polish adult internet users.
Findings: The study shows significant differences in the perception of the characteristics of cosmetics brands depending on the country of origin. Companies may use the positive features associated with the country of origin of the brand in the process of creating value for customers.
Research limitations: The results are valid for all brands of cosmetics from the selected country but not for individual brands. The research analyzed twelve characteristics of brands and twelve countries of origin. Thus, future research should address other characteristics and countries of origin. The opinions of Polish consumers may differ from those of other countries.
Originality: The originality of this study consists in the analysis of many differences in the perception of the brands depending on the country of origin. This article shows that the selected country of origin may be associated with many different characteristics. |
| first_indexed | 2024-12-13T06:57:51Z |
| format | Article |
| id | doaj.art-4ee6fb378d394df8a57cf38466c6c4a4 |
| institution | Directory Open Access Journal |
| issn | 2450-7814 2450-8829 |
| language | English |
| last_indexed | 2024-12-13T06:57:51Z |
| publishDate | 2018-09-01 |
| publisher | Kozminski University |
| record_format | Article |
| series | Journal of Management and Business Administration, Central Europe |
| spelling | doaj.art-4ee6fb378d394df8a57cf38466c6c4a42022-12-21T23:56:00ZengKozminski UniversityJournal of Management and Business Administration, Central Europe2450-78142450-88292018-09-0126321310.7206/jmba.ce.2450-7814.232Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish ConsumersRadosław Baran0Warsaw School of EconomicsPurpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers. Methodology: The study covers several types of cosmetics: creams, shampoos, soaps, and lotions. The text analyzes twelve characteristics of brands and twelve countries of origin. The quantitative study bases on the Web Panel Interview method. The survey is representative of Polish adult internet users. Findings: The study shows significant differences in the perception of the characteristics of cosmetics brands depending on the country of origin. Companies may use the positive features associated with the country of origin of the brand in the process of creating value for customers. Research limitations: The results are valid for all brands of cosmetics from the selected country but not for individual brands. The research analyzed twelve characteristics of brands and twelve countries of origin. Thus, future research should address other characteristics and countries of origin. The opinions of Polish consumers may differ from those of other countries. Originality: The originality of this study consists in the analysis of many differences in the perception of the brands depending on the country of origin. This article shows that the selected country of origin may be associated with many different characteristics.https://mbace.eu/resources/html/article/details?id=181622brandcountry of originmarketingconsumer behaviorconsumer attitudes |
| spellingShingle | Radosław Baran Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers Journal of Management and Business Administration, Central Europe brand country of origin marketing consumer behavior consumer attitudes |
| title | Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers |
| title_full | Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers |
| title_fullStr | Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers |
| title_full_unstemmed | Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers |
| title_short | Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers |
| title_sort | characteristics of cosmetics brands by country of origin according to the opinion of polish consumers |
| topic | brand country of origin marketing consumer behavior consumer attitudes |
| url | https://mbace.eu/resources/html/article/details?id=181622 |
| work_keys_str_mv | AT radosławbaran characteristicsofcosmeticsbrandsbycountryoforiginaccordingtotheopinionofpolishconsumers |