The Impact of Customer Education on the Perception of Made in Italy Products in the Agri-Food Sector

2021 ◽  
Vol 10 (2) ◽  
pp. 35-52
Author(s):  
Anna Claudia Pellicelli ◽  
Claudia Franzé
Keyword(s):  
Country Of Origin ◽  
Food Sector ◽  
Foreign Markets ◽  
Customer Education ◽  
Food Experience ◽  
Conceptual Paper ◽  
The Impact ◽  
International Strategies ◽  
Origin Effect ◽  
Made In

While the global COVID-19 pandemic affected all the industries, the Italian agri-food sector positively performed over this period, supported by the exports, underlining the need for new international strategies to authentically engage consumers. This study aims to investigate the impact of customer education (CE) on the perceptions and evaluations of foreign consumers towards Made in Italy products as a part of the food experience in the agri-food sector. After a literature review, the paper illustrates the main topics of customer education, food experience and country-of-origin (COO) effect of Made in Italy. The purposes of the conceptual paper relate to the strategic use of country-of-origin effect by companies in order to promote products and services in foreign markets, and to the analysis of the impact of customer education within the food sector on the perception of Made in Italy products taking into account the new challenges of the current situation.

scholarly journals The Nature of Country of Origin Effect: Exploring COO Effect on Arçelik A.S.

2014 ◽  
Vol 3 (3) ◽  
pp. 86-99
Author(s):  
Volkan Ongel ◽  
Elif Ongel
Keyword(s):  
Management Practices ◽  
Country Of Origin ◽  
Marketing Strategies ◽  
Sustainable Growth ◽  
Purchase Decisions ◽  
Country Image ◽  
Foreign Markets ◽  
International Growth ◽  
Origin Effect ◽  
Made In

This paper examines the nature of the Country of Origin effect by exploring suggested options to enhance positive COO associations in consumers’ minds and offsetting negative COO impact on purchase decisions. The approach taken is a literature review with a comparison of Turkey’s white goods brand Beko Plc’s international growth and marketing strategies. This paper focuses on suggested international marketing strategies in order to increase the country image of Turkey as well as the brand image of Beko Plc. In the interest of achieving a sustainable growth in foreign markets and offsetting the negative consumers’ perceptions of products made in particular countries, organizations are in need of advanced quality management practices and applicable pricing policies that respond adequately to consumer needs.

scholarly journals Assessing Country-Of-Origin Effects: The Impact Of An International Event

2011 ◽  
Vol 21 (3) ◽  
Author(s):  
Yoon C. Cho ◽  
Joseph Ha
Keyword(s):  
Country Of Origin ◽  
Brand Name ◽  
Font Size ◽  
Prior Beliefs ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
International Event ◽  
The Impact ◽  
Made In

<p class="MsoNormal" style="text-justify: inter-ideograph; text-align: justify; margin: 0in 0.6in 0pt 0.5in;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">This study is to investigate how consumers&rsquo; attitudes toward brands/products manufactured by a country are affected by an international event. Authors explored that consumers&rsquo; attitudes toward brand &ldquo;made in ___&rdquo; are affected by various constructs, such as prior beliefs about the products&rsquo; attributes, the country&rsquo;s image along with the brand name, and attitudes toward the advertising during an international event. </span></span></p>

scholarly journals Relation of Country-of-Origin Effect, Culture, and Type of Product with the Consumer’s Shopping Intention: An Analysis for Small- and Medium-Sized Enterprises

Complexity ◽  
2018 ◽  
Vol 2018 ◽  
pp. 1-12 ◽  
Author(s):  
Juan Manuel Berbel-Pineda ◽  
Beatriz Palacios-Florencio ◽  
Luna Santos-Roldán ◽  
José M. Ramírez Hurtado
Keyword(s):  
Structural Equation Modelling ◽  
Structural Equation ◽  
Country Of Origin ◽  
Complex Task ◽  
Foreign Markets ◽  
Equation Modelling ◽  
Origin Effect

To obtain information about foreign markets is a very complex task for small- and medium-sized enterprises. This work’s aim is to find out how certain variables are related to the consumer’s shopping intention. It will help these firms to get a better knowledge of this intention. The work is specifically centred on products related to the gastronomy of a particular place. Through a sample of 154 tourists who visited this destination, we sought to know these products’ degree of acceptation. Via structural equation modelling, it has been possible to determine the relevance which the variables of country of origin, gastronomic culture, and type of product have regarding the shopping intention. The work’s novelty is to contribute a methodology of gathering information in the destination on the likes and behaviour patterns of foreign consumers without the need of costly research in their countries of origin.

The impact of national stereotypes on the country of origin effect

2008 ◽  
Vol 25 (1) ◽  
pp. 54-74 ◽  
Author(s):  
Michael Chattalas ◽  
Thomas Kramer ◽  
Hirokazu Takada
Keyword(s):  
Country Of Origin ◽  
The Impact ◽  
National Stereotypes ◽  
Origin Effect

The Interface between Quality of Life and Marketing: A Theoretical Framework

1982 ◽  
Vol 1 (1) ◽  
pp. 69-84 ◽  
Author(s):  
M. Joseph Sirgy ◽  
A. C. Samli ◽  
H. Lee Meadow
Keyword(s):  
Quality Of Life ◽  
Marketing Research ◽  
Well Being ◽  
Theoretical Framework ◽  
Marketing Effort ◽  
Conceptual Paper ◽  
The Impact ◽  
Made In

Marketing scholars are becoming more concerned with the impact of their discipline on the development of human well-being. The study of quality-of-life (QOL) is a means to that end. The marketing effort in QOL research has been unsystematic and fragmented. An attempt is made in this conceptual paper to (1) review selected marketing research in QOL, (2) introduce a theoretical framework which synthesizes QOL constructs, and (3) suggest possible measurements of those QOL constructs.

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