know then what to expect from the product (Lærke) …you Some Danish female consumers argue that this is the only way to know product’s quality. None of the respondents considers reading the label, checking the composition of the product. Male consumers had various answers, some of them judge the product based on the COO but it depends on the product category. However, Anders (R=7) would rather look at other product attributes when evaluating an unknown product, like packaging and price. It can be seen that female consumers rely more on the country-of-origin as an information cue when evaluating food products than male. Danish female consumers could not find any other way of evaluating food products than simply COO. And male consumers would look at the COO only for particular type of products, while also considering other product attributes. 4.5.5 Eastern European food and ethnocentrism As mentioned in the interview it was decided to include a question which asked the respondents to compare their feelings towards domestic and Eastern European food products, since as discussed in the literature review, ethnocentrism might affect Danish consumers’ willingness to but Eastern European food products. Lasse and Christian would rather buy Danish food products because they think that Danish food is simply better, more qualitative and tastier. Rune, for example, is the only male respondent which stated that he would prefer Danish products: …because in this way I can also support Danish economy (Rune) He can be called an ethnocentric consumer because his decision of buying Danish products is not based on his attributes but rather on the fact that in this way he can support Danish economy. Most of the Danish male consumers stated that the decision to buy local or foreign food products would be based on product attributes, such as price and taste: I wouldn’t care then, probably based on price (Ander, R=3) …I base my decision upon price (Anders, R=7) It depends on price and taste (Caper) Similar evaluation are done between female consumers. Some of the respondents see Danish products as of superior quality, taster, and healthier, because it is made in Denmark, the
…you know then what to expect from the product (Lærke) Some Danish female consumers argue that this is the only way to know product’s quality. None of the respondents considers reading the label, checking the composition of the product. Male consumers had various answers, some of them judge the product based on the COO but it depends on the product category. However, Anders (R=7) would rather look at other product attributes when evaluating an unknown product, like packaging and price. It can be seen that female consumers rely more on the country-of-origin as an information cue when evaluating food products than male. Danish female consumers could not find any other way of evaluating food products than simply COO. And male consumers would look at the COO only for particular type of products, while also considering other product attributes. 4.5.5 Eastern European food and ethnocentrism As mentioned in the interview it was decided to include a question which asked the respondents to compare their feelings towards domestic and Eastern European food products, since as discussed in the literature review, ethnocentrism might affect Danish consumers’ willingness to but Eastern European food products. Lasse and Christian would rather buy Danish food products because they think that Danish food is simply better, more qualitative and tastier. Rune, for example, is the only male respondent which stated that he would prefer Danish products: …because in this way I can also support Danish economy (Rune) He can be called an ethnocentric consumer because his decision of buying Danish products is not based on his attributes but rather on the fact that in this way he can support Danish economy. Most of the Danish male consumers stated that the decision to buy local or foreign food products would be based on product attributes, such as price and taste: I wouldn’t care then, probably based on price (Ander, R=3) …I base my decision upon price (Anders, R=7) It depends on price and taste (Caper) Similar evaluation are done between female consumers. Some of the respondents see Danish products as of superior quality, taster, and healthier, because it is made in Denmark, the
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