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

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.