The impact of country image, country-of-origin image and consumer ethnocentrism on purchase decisions : a study about Azerbaijani food companies’ entry into Hungarian Market

Salmanli Ilkin and Omarli Sevinj: The impact of country image, country-of-origin image and consumer ethnocentrism on purchase decisions : a study about Azerbaijani food companies’ entry into Hungarian Market.

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Abstract

The main aim of the study is to examine the impact of Azerbaijan’s brand image as a country on the purchase intentions of Hungarians towards Azerbaijani products. Azerbaijani products are not on the Hungarian market yet, and this research identifies whether it would be wise for Azerbaijani food companies to launch their operations in Hungary or not, and what kind of prejudices and obstacles they would need to cope with so as to be successful. To this end, the impact of the country image of Azerbaijan, the country-of-origin of Azerbaijani products, and ethnocentrism among Hungarians on purchase intentions are analyzed to fulfil the objective of the research. It was identified that the country image of Azerbaijan in Hungary is neither highly negative nor highly positive because of the fact that Hungarians do not know much about Azerbaijan. However, values showed and proved that they are likely to have a positive attitude towards Azerbaijan as a country. As for COI, similar statistics were unearthed, and it was noticed that Hungarians do not have any objection towards Azerbaijani product COI. These two variables also confirmed, with statistical analysis of dependent variable of purchase intentions, there is a relationship between positive country image, COI and purchase intentions.

Item Type:	Conference or Workshop Item
Heading title:	Business development
Journal or Publication Title:	Proceedings of the Central European PhD Workshop on Technological Change and Development
Date:	2020
Volume:	4
ISBN:	978-963-306-741-3
Page Range:	pp. 93-114
Language:	English
Publisher:	Faculty of Economics and Business Administration Doctoral School in Economics
Place of Publication:	Szeged
Event Title:	Central European PhD Workshop on Technological Change and Development
Event Type:	Conference
Event Location:	Szeged
Event Dates:	2019. április
Related URLs:	https://acta.bibl.u-szeged.hu/77650/
Uncontrolled Keywords:	Fogyasztói magatartás, Üzleti élet
Additional Information:	Bibliogr.: p. 111-114. ; ill. ; összefoglalás angol nyelven
Subjects:	05. Social sciences 05. Social sciences > 05.02. Economics and business
Date Deposited:	2022. Dec. 06. 09:43
Last Modified:	2022. Dec. 06. 09:43
URI:	http://acta.bibl.u-szeged.hu/id/eprint/77656

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