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  • Marketing Research: by Lynn Sun, Lin Zhou, Saîda Tal, Camille Houssin, Claire Chabod and Wilfried Crémoux

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    Sam Dari
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    This document discusses the impact of country-of-origin on luxury brands and products. It introduces that country-of-origin can provide legitimacy and quality associations for brands like Hermes that produce goods entirely in France. It identifies the problem of whether brands should outsource production to reduce costs or produce domestically to ensure quality. The research questions examine how country-of-origin influences consumer perception and decision making for luxury products. Hypotheses include that consumers associate certain countries with product categories and that country-of-origin acts as a quality guarantee and influences purchase criteria. It also questions if country-of-manufacture or country-of-design should be considered the primary country-of-origin.

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    This document discusses the impact of country-of-origin on luxury brands and products. It introduces that country-of-origin can provide legitimacy and quality associations for brands like Hermes that produce goods entirely in France. It identifies the problem of whether brands should outsource production to reduce costs or produce domestically to ensure quality. The research questions examine how country-of-origin influences consumer perception and decision making for luxury products. Hypotheses include that consumers associate certain countries with product categories and that country-of-origin acts as a quality guarantee and influences purchase criteria. It also questions if country-of-manufacture or country-of-design should be considered the primary country-of-origin.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    24 views6 pages

    Marketing Research: by Lynn Sun, Lin Zhou, Saîda Tal, Camille Houssin, Claire Chabod and Wilfried Crémoux

    Uploaded by

    Sam Dari
    This document discusses the impact of country-of-origin on luxury brands and products. It introduces that country-of-origin can provide legitimacy and quality associations for brands like Hermes that produce goods entirely in France. It identifies the problem of whether brands should outsource production to reduce costs or produce domestically to ensure quality. The research questions examine how country-of-origin influences consumer perception and decision making for luxury products. Hypotheses include that consumers associate certain countries with product categories and that country-of-origin acts as a quality guarantee and influences purchase criteria. It also questions if country-of-manufacture or country-of-design should be considered the primary country-of-origin.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    Marketing Research

    By Lynn Sun, Lin Zhou, Saîda Tal, Camille Houssin, Claire


    Chabod
    and Wilfried Crémoux
    Impact of Country-of-Origin on Brands or
    Luxury Products

    • Faire glisser l'image vers


    l'espace réservé ou
    cliquer sur l'icône pour
    INTRODUCTION l'ajouter
    IDENTIFIED
    PROBLEMS
    RESEARCH
    QUESTIONS
    HYPOTHESES
    Impact of Country-of-Origin on Brands or
    Luxury Products
    INTRODUCTION

    COO  source of legitimacy, “made-in” label

    Example of Hermès which produces 100% of its products in France


     3 production sites opening in 2 years (Franche-Comté, Limousin and
    Normandie)
     Construction of a new production site in Gironde, near to Bordeaux
    in 2020

    “Maison d’art” CHANEL, a unique savoir-faire


     Takes part of the house’s heritage
    IDENTIFIED PROBLEMS

    Outsource to reduce labor cost VS. “home-made” to ensure good


    quality
    COO taken more and more into account in the purchasing
    decision
    Luxury, number 1 industry where reputation is key  COO needs
    Impact of Country-of-Origin on Brands or
    Luxury Products
    RESEARCH QUESTIONS & HYPOTHESES

    To which extent does the country-of-origin influence consumers’


    perception of a luxury brand or product?
    • One country associated with one kind of product in consumers’ mind
    Example: French perfumes, leather goods and fashion, Italian fashion, German cars and
    Swiss watches
    • Reputation of certain countries for their know-how  reputation
    associated with the brand
    • Consumers’ perception linked with purchase intention

    How does the country-of-origin influence consumer decision-


    making regarding the purchase of luxury products?
    • COO as a differentiation tool  quality guarantee
    • Trust in mature luxury brands compared to new comers with no or few
    traceability
    • Consumer purchase criteria depend on consumers’ background
    Impact of Country-of-Origin on Brands or
    Luxury Products
    RESEARCH QUESTIONS & HYPOTHESES

    Can the country-of-manufacture or country-of-design be considered


    as the COO?
    • More attention paid to the country-of-origin of the brand rather than where
    the product is manufactured - or to the more reputable of both countries
     Country-of-origin effect: product related stereotype
    • Manufactured in the country of origin  control of the supply chain
    Thanks for your attention
    By Lynn Sun, Lin Zhou, Saîda Tal, Camille Houssin, Claire
    Chabod
    and Wilfried Crémoux

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