Dimensions of COO Effect Perceived by Consumers from Poland, Lithuania, and Germany

The aim of the chapter is to present multidimensional nature of the country of origin (COO) effect and to verify whether the evaluation of the dimensions of products and services differs depending on their country of origin and on the country of origin of consumers. The data have been collected from 264 students from Poland, Lithuania, and Germany, with the use of an auditorium survey technique. To analyze the data, a method of the repeated measures analysis of variance has been applied. The results of the research indicate that the COO effect of products and services is of multidimensional nature. The evaluation of these dimensions differs depending on the country of origin of products and services, and the country of origin of respondents. A relatively small sample of the respondents who come only from one university in each of the three analyzed countries does not allow the authors of the chapter to provide any generalization of the obtained results. The results of the research may be applied to plan marketing operations undertaken in foreign markets. The value of the chapter consists of the demonstration of the multidimensional character of the phenomenon.