Country of Origin as a Factor of Attractiveness of Footwear Brands in the Perception of the Russian Generation Z

Student: Tysh Andrei

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

When choosing both classic and sports shoes, consumers are guided by a number of criteria, one of the key ones being the country of origin of the shoe brand. The aim of the study is to identify the features of consumer behaviour of Generation Z related to consumers' perception of the country of origin of footwear brand The findings of this study can be further used to optimize marketing strategies of footwear manufacturers and retailers.

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