times. Therefore, these brands are excluded out of the analysis to prevent them to influence the results while based on too little observations. In figure 8 we see the correlation between brand awareness (Y-axis) and consumers’ knowledge of the country of origin of Milka We see that there is a positive relationship between the level of brand awareness and the percentage of respondents who knows that Milka is a Swiss brand. Regression analysis showed a level of significance of 0,7% and a Pearson Correlation level of 0.889 with a significance of 0,7%. Figure 8 Correlations between Brand Awareness and Consumers’ Knowledge of the Country of Origin of Milka Both the Pearson Correlation of 0,889 and the R2 of 0.79 with significance of 0,7% the fist hypothesis can be accepted. Thus, in my research there is enough evidence to assume that the relationship between brand awareness and consumers’ knowledge of the country of origin of the chocolate brand Milka is positive and significant. Hypothesis 2: Consumers who are aware of a product’s country of origin are willing to pay a price premium for that specific brand/product if the specific country image is perceived as positive by the respondent. Next step is to test whether consumers who are aware of the country of origin of a specific brand/product are willing to pay a higher price for a product given that the specific country image is positive. If thats is the case, it would make sense to advertise on the positive image of its country of origin. In order to test this, I asked all respondents for their first association of the brand of Milka regarding its country of origin. The country of origin of Milka is Switzerland. Afterwards, I asked if the respondents are willing to pay more for Milka chocolate compared to chocolate of similar quality of a less familiar brand and added a control question/variable to test the validity of the answers. I gave respondents the choice between a Milka chocolate bare (€0,95) and a Hershey’s chocolate bar (€0,75) to test if they really are willing to pay more for Milka chocolate compared to chocolate of similar quality of a less familiar brand which is the brand of Hershey’s. But first, it is relevant to test if the country of origin of Milka, Switzerland has a positive image. If not, it would not make sense to emphasize on its country of origin. In figure N of the appendix we see that a large
times. Therefore, these brands are excluded out of the analysis to prevent them to influence the results while based on too little observations. In figure 8 we see the correlation between brand awareness (Y-axis) and consumers’ knowledge of the country of origin of Milka We see that there is a positive relationship between the level of brand awareness and the percentage of respondents who knows that Milka is a Swiss brand. Regression analysis showed a level of significance of 0,7% and a Pearson Correlation level of 0.889 with a significance of 0,7%. Figure 8 Correlations between Brand Awareness and Consumers’ Knowledge of the Country of Origin of Milka Both the Pearson Correlation of 0,889 and the R2 of 0.79 with significance of 0,7% the fist hypothesis can be accepted. Thus, in my research there is enough evidence to assume that the relationship between brand awareness and consumers’ knowledge of the country of origin of the chocolate brand Milka is positive and significant. Hypothesis 2: Consumers who are aware of a product’s country of origin are willing to pay a price premium for that specific brand/product if the specific country image is perceived as positive by the respondent. Next step is to test whether consumers who are aware of the country of origin of a specific brand/product are willing to pay a higher price for a product given that the specific country image is positive. If thats is the case, it would make sense to advertise on the positive image of its country of origin. In order to test this, I asked all respondents for their first association of the brand of Milka regarding its country of origin. The country of origin of Milka is Switzerland. Afterwards, I asked if the respondents are willing to pay more for Milka chocolate compared to chocolate of similar quality of a less familiar brand and added a control question/variable to test the validity of the answers. I gave respondents the choice between a Milka chocolate bare (€0,95) and a Hershey’s chocolate bar (€0,75) to test if they really are willing to pay more for Milka chocolate compared to chocolate of similar quality of a less familiar brand which is the brand of Hershey’s. But first, it is relevant to test if the country of origin of Milka, Switzerland has a positive image. If not, it would not make sense to emphasize on its country of origin. In figure N of the appendix we see that a large
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