Evaluation of Place-of-Origin Effect on Consumer Choice for the Dairy Products

Student: Zvorygina Alisa

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

The paper assesses the evaluation of place-of-origin effect on Perm consumers’ choice for the dairy products. The developed research design includes 2 “field” stages for a qualitative study of the subject and object of the research: observation and interview. Criteria for choosing a product category are formulated. Quantitative research was carried out using the conjoint method. The developed questionnaire included 2 blocks of questions: a block for conjoint analysis and a block for describing respondents from the point of view of socio-demographic characteristics. Responses were received from 147 respondents. 4 out of 5 hypotheses put forward were confirmed. The study confirmed that Perm citizens prefer milk produced in the Perm region and are willing to pay for this attribute of the product. There are differences in the results for “women” and “men” segments.

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