Studiens slutsatser kan vara av ett stort värde för marknadsförare som vill introducera sina produkter på en ny marknad. Påverkan av Country of Manufacture är både mycket subjektiv och regional för konsumenterna, något som marknadsförare bör beakta vid en introduktion inom den internationella marknaden. Marknadsförare bör göra förundersökningar över de kundsegment de vill nå ut till och se över hur gynnsamt tillverkningslandet av deras produkt kan betraktas av det specifika kundsegmentet. Aspekter som historisk och kulturell fientlighet, politik och affinitet kan negativt samt positivt påverka konsumentens benägenhet av att genomföra köpet av en produkt.
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Bilaga 1:
Informationsbrev
Hej!
Vi är två studenter på Södertörns Högskola som läser vår sista termin på Södertörns Högskola med huvudområde Företagsekonomi. Under vår sista termin skriver vi vår kandidatuppsats i kursen Företagsekonomi C med inriktning mot marknadsföring. Denna studie syftar på att få en djupare förståelse för hur konsumenters köpbeslut påverkas utifrån informationen och deras uppfattning av produktens tillverkningsland (Country Of Manufacture).
Vi önskar kunna få intervjua dig under cirka 30 minuter med fokus på hur du uppfattar produktens tillverkningsland. Denna intervju kommer vid tillåtelse av dig spelas in för att i efterhand kunna bearbetas och användas i vår studie. Detta material kommer enbart att användas för studien och kasseras när uppsatsen är klar och godkänd. Vi tar hänsyn till personuppgiftslagen som innebär att vi har tystnadsplikt och inte för vidare personliga uppgifter. Din identitet kommer även att vara anonym. När studien är godkänd kommer den att publiceras på Digitala Vetenskapliga Arkivet (DIVA) och då även vara tillgänglig för allmänheten. Ditt deltagande i intervjun är frivilligt och kan avbrytas när som helst utan några konsekvenser eller vidare förklaring.
Har du några funderingar eller frågor? Tveka inte att höra av dig till oss!
Studenter:
Dilnoza Khusnuddinova och Melina Campoverde Morales Handledare:
Lars Vigerland