Georgian Consumers' Evaluation of Products Sourced from European Union Member Countries

The European Union (EU) is one of the major trade partners of Georgia. As such, the EU achieved 20 percent of Georgian export and 27 percent of her imports in 2005. Within the EU, Germany was the largest exporter to Georgia with a 31 percent share in total Georgian imports. This situation makes it important to study Georgian perception of products of EU origin. Within this general perspective, the present article aims to determine Georgian consumers perception of products sourced from Germany as the largest EU exporter to Georgia, Italy as the source of some well-known product classes, and Poland as a new member of the EU. The study focuses on the evaluation of specific EU product attributes by Georgian consumers; and consumers' assessment of different product categories. Study results are based on the analysis of the data obtained from 313 Georgian respondents indicating that most of the products made in Germany are perceived as high in quality. Italy was rated high in some major product classes like clothing and fashion products. Poland was not rated high for any product class but, its products' lower prices are appreciated by Georgian consumers. Research results were discussed and certain tentative conclusions were drawn. Managerial and public policy recommendations were also offered.