I need to make survey in which I will have 3 groups measured:
- Meat and meat products
- Hygiene products
- Spices products
This survey should provide me info how much people can differentiate if brands in those sectors are local or foreign.
Example: Procter & Gamble vs. some local hygiene products
So which type of survey would be best in this situation.
Hi, Emir:
Interesting question. Perhaps a mixed method survey (online) would be helpful!
A recent research study (Winit, Gregory, Cleveland, & Verlegh, 2014) argued that the perceived brand globalness positively impacts brand evaluations and that companies may cultivate a global brand image by emphasizing global cues. Local origin allows (global) brands to command a price premium, although this varies across product categories. An emphasis on globalness seems valuable, especially for local brands.
Also, an example from Brazil and Brazilian Beef is worth looking at:
de Tavares Canto Guina & de Moura Engracia Giraldi (2012) has sought to identify the influence of the image of Brazil on the European consumers' attitudes towards Brazilian beef, a phenomenon known as the country-of-origin effect.
By applying a survey on four European countries (Ireland, England, Germany and France), it was found a low level of knowledge concerning Brazilian beef and also a low and positive country-of-origin effect. The authors have also identified that the effect is more positive when consumers have more knowledge of Brazil and more familiarity with Brazilian beef!
- de Tavares Canto Guina, F., & de Moura Engracia Giraldi, J. (2012). The role played by country knowledge and product familiarity in the country-of-origin effect: a study on Brazilian Beef in Europe. GCG: Revista De Globalización, Competitividad & Gobernabilidad, 6(2), 81-94.
- Winit, W., Gregory, G., Cleveland, M., & Verlegh, P. (2014). Global vs local brands: how home country bias and price differences impact brand evaluations. International Marketing Review, 31(2), 102-128
Hope this helps!
Nadeem
Dear Wangang,
I have been researching on the topic for several years (meat products, eggs, organic food, and tomatoes, among others). We mainly use the Conjoint Analysis methodology. In order to know more about ir, please check the article on my profle:
'Evaluation of New Packaging Formats for Dry-Cured Meat Products Using Conjoint Analysis: An Application to Dry-Cured Iberian Ham.'
For more articles, check the scientific papers of my co-author 'Mesias, FJ.'
I hope you find this information useful for you,
Best regards,
Dr. Alfredo J. Escribano.
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