Automobile country of origin related associations in Lithuanian market
LTAutomobilis priklauso prekėms, kurias pirkėjai renkasi atidžiai ir pagal daugelį ypatybių. Greta konkrečių kokybės aspektų dažnai įtaką turi ir abstraktesnės ypatybės, pavyzdžiui, automobilio kilmės šalis. Nors kilmės šalies reikšmė nemažai analizuota, niekada to nebuvo daryta kokioje nors Rytų Europos šalyje. Kaip tik čia gyventojai per labai trumpą laiką susidarė nuomonę apie visą tarptautinę automobilių pramonę. Straipsnyje analizuojama Lietuvos respondentų nuomonė apie įvairių šalių automobilius. [Iš leidinio]Reikšminiai žodžiai: Automobiliai; Kilmės šalis; Kilmės šalis, automobiliai, nuomonė; Visuomenės nuomonė; Automobiles; Country of origin; Country of origin, automobiles, country associations; Lithuania; Public opinion.
ENAutomobile is a high-involvement product that typically requires significant buyer’s attention when purchased. It is typical that country of origin (COO) of a purchased car is considered among other product characteristics. Hough COO concept is analyzed for decades, many factors allow to explore this issue again. First, globalization factors influence importance of COO. Second, products have certain specifics, and COO is not equally influencing buyers’ decisions in all cases. Third, countries have some stereotype images, which vary among different groups. And finally, buyers themselves are „products“ of certain historical and economic developments of their environment, which predetermine their beliefs and associations. Analysis of attitudes about automobile COO and related associations among Lithuanian middle-level managers represents specifics of a country that was fully exposed to products of the international automotive industry just for about a decade. [Text from author]
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