| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 947.55 KB | Adobe PDF |
Abstract(s)
O país de origem (COO – country of origin) é uma variável estratégica crucial a ser considerada quando se fala sobre a posição de um produto no mercado e sobre o comportamento do consumidor em praticamente todas as empresas e setores. Apesar do seu indubitável papel em garantir a competitividade dos produtos no mercado, a literatura ainda não explorou, precisamente, como este construto afeta o comportamento de compra dos consumidores, especialmente em setores e países específicos. Considerando que a indústria do calçado em Portugal é economicamente muito importante, propomo-nos a contribuir para a compreensão do modo como o país de origem do calçado influencia a preferência e o valor percebido pelos consumidores portugueses. Foi adotada uma metodologia quantitativa, de cariz experimental, tendo-se manipulado as variáveis independentes - material, marca e informação sobre a origem portuguesa do calçado - para avaliar o seu impacto nas variáveis dependentes, nomeadamente a perceção de qualidade, a disposição para comprar (WTB) e a disposição para pagar (WTP). Os dados foram coletados por meio de questionários, tendo-se obtido um total de 800 respostas. Os resultados mostraram que a perceção de qualidade dos consumidores é influenciada de forma independente pelo material, marca e informação sobre a origem portuguesa do calçado; que a disposição para pagar dos consumidores é influenciada de forma independente pelo material e marca; e finalmente, que disposição para comprar dos consumidores é influenciada apenas pelo pelo material. Assim, a principal conclusão e contribuição deste estudo é que a informação do COO afeta a perceção dos consumidores portugueses relativamente aos produtos de calçado, especialmente no que diz respeito à avaliação da qualidade, sugerindo que o calçado made in Portugal é visto como tendo mais qualidade. No entanto os resultados também indicam que, em geral, os portugueses não estão mais dispostos a comprar ou a pagar significativamente mais por um par de sapatos, apenas por ter origem portuguesa. A exceção parece ser apenas no calçado de pele, em que a origem portuguesa aumenta o valor médio que os consumidores estão dispostos a pagar por um par de sapatos.
The country of origin (COO) is a crucial strategic variable to be taken into account when considering a product’s position in the market and consumer behaviour in virtually every company and sector. Despite its undeniable role in assuring competitiveness when marketing products, literature has not yet explored how this construct affects consumers purchase behaviour, especially in specific sectors and countries. Considering the economic importance of the footwear industry in Portugal, we set out to gather understanding on how the country of origin of footwear affects the preference and perceived value for Portuguese consumers. A quantitative methodology was adopted, where the independent variables – composition, brand and country of origin – were manipulated to access the impact on the dependent ones, namely quality perception, willingness to buy (WTB) and willingness to pay (WTP). Data was gathered through questionnaires. A total of 800 responses were obtained. Results showed that consumers’ perception of quality is influenced independently by composition, brand and COO information. Consumers’ willingness to pay is influenced independently by composition and brand; and consumers’ willingness to buy is influenced by composition. Therefore, our main conclusion and contribution to this study is that COO information affects the perception of Portuguese consumers towards footwear products, namely regarding quality assessment, where Made in Portugal footwear is perceived as being of higher quality. However, the results also indicate that, in general, the Portuguese are not willing to buy or pay more for a pair of shoes, just because they are of Portuguese origin. The exception seems to regard leather footwear, where the Portuguese origin increases the average value that consumers are willing to pay for a pair of shoes.
The country of origin (COO) is a crucial strategic variable to be taken into account when considering a product’s position in the market and consumer behaviour in virtually every company and sector. Despite its undeniable role in assuring competitiveness when marketing products, literature has not yet explored how this construct affects consumers purchase behaviour, especially in specific sectors and countries. Considering the economic importance of the footwear industry in Portugal, we set out to gather understanding on how the country of origin of footwear affects the preference and perceived value for Portuguese consumers. A quantitative methodology was adopted, where the independent variables – composition, brand and country of origin – were manipulated to access the impact on the dependent ones, namely quality perception, willingness to buy (WTB) and willingness to pay (WTP). Data was gathered through questionnaires. A total of 800 responses were obtained. Results showed that consumers’ perception of quality is influenced independently by composition, brand and COO information. Consumers’ willingness to pay is influenced independently by composition and brand; and consumers’ willingness to buy is influenced by composition. Therefore, our main conclusion and contribution to this study is that COO information affects the perception of Portuguese consumers towards footwear products, namely regarding quality assessment, where Made in Portugal footwear is perceived as being of higher quality. However, the results also indicate that, in general, the Portuguese are not willing to buy or pay more for a pair of shoes, just because they are of Portuguese origin. The exception seems to regard leather footwear, where the Portuguese origin increases the average value that consumers are willing to pay for a pair of shoes.
Description
Keywords
País de origem Marca Pele Made in Portugal Country of origin Brand Leather