Made in My Village: Exploring Country of Origin Effects and Bi-National Products Across Cohorts in Ukraine

Victoria Sobolev, Michelle R. Nelson

Research output: Contribution to journalArticle

Abstract

Ukraine’s geopolitical past has created a unique environment for consumer socialization and global marketing. This study investigated possible cohort differences in the ways that Ukrainians evaluate bi-national products for Procter & Gamble (P&G) according to country of origin. Results of a survey show the majority of Ukrainian consumers are aware that P&G products sold in Ukraine are made locally, despite their United States branding. Cohort differences emerged with respect to country of manufacture (COM) awareness and purchase intention for products manufactured outside of Ukraine. This research demonstrates consumer understanding of the difference between the country of branding and COM of P&G products.

Original languageEnglish (US)
Pages (from-to)94-114
Number of pages21
JournalJournal of International Consumer Marketing
Volume32
Issue number2
DOIs
StatePublished - Mar 14 2020

    Fingerprint

Keywords

  • Country of origin effects
  • Procter & Gamble
  • Ukraine
  • bi-national products
  • transitional economy

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

Cite this