The Influence of the Country of Origin Effect on Consumer Behavior on the Example of South Korean Brands

Student: Kalimullina Kamilla

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2020

The present study aims to describe how the country of origin effect influences consumer behavior specifically on the example of South Korean cosmetic brands in Russia. A very limited amount of studies have been conducted regarding how this phenomenon affects Russian consumers. The majority of existing researches focus on South Korean media products and their popularity nowadays. Using the method of content-analysis of product packages and online survey, it is expected to figure out if South Korean cosmetic brands actually rely on COO-effect and if this effect impacts Russian consumers.

Full text (added May 20, 2020)

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