Бычков Лев Дмитриевич
Influence of the Foreign Goods Origin Effect on Russian Consumers Behavior
The purpose of this study is to identify the influence of the country of origin effect on the formation of a decision by a consumer of foreign auto companies in choosing a car for purchase. According to the survey results, recommendations will be made, both for companies and for consumers, on how the country of the brand affects the loyalty of auto and services consumers. The problem of research is the relationship between the various aspects of the country of origin (country of brand and country of production) and consumer preferences; in determining the relationship between the country of origin and the general valuation of goods (related to product). The hypothesis of the study suggests that the country of origin plays the same role in consumer preferences in choosing a car as its characteristics, as a product, for example, price, build quality, horsepower, engine size, and alike, despite the fact that some such qualities of a car can be incorporated in the concept of the country of production. As a theoretical component of the work, conclusions from authoritative literature sources, for example, articles and studies from scientific journals and collections will be used. The results of the research will be the data obtained during the survey of respondents, as well as some conclusions that it will be possible to draw after analyzing the data. Based on the results of statistical analytics, the hypotheses determined for the survey will be confirmed or refuted, and conclusions and recommendations will be formulated accordingly on the basis of the results of the survey analysis. It is expected that when buying a car, consumers rank the country of origin and the country of production to the characteristics of the product, relative to which the effect will be commensurate. I would like to note that studying the country of origin effect of cars of foreign brands on Russian consumers can be considered important because of some of the distinctive features of the automotive industry from, for example, food or smartphones, which contributes to an increased understanding of the phenomenon for further analysis and testing of new hypotheses and assumptions on this topic, both in the considered area and in industries with similar characteristics of the market. It is also important to mention the usefulness of this study directly for car manufacturers, since it is potentially important for them to know which factors are significant and which are negligible for consumers. For consumers, in turn, this research may demonstrate how the sum of their own assessment of brands that may allow them to reconsider their views on the formation of perception of the company and the industry as a whole.