Country of Origin Effect on Purchasing Decision Making of FMCG Products for Czech Customers

Marketing literature discusses the effect of Country of Origin on customers as a hot topic since the 1960s. Decades of research have been able to convince the common opinion that the Country of Origin actually influences the purchasing decisions and evaluations. In nowadays world, people give value to the Country of Origin, and in that matter, the concept of Fast-Moving Consumers Goods (FMCG) was discussed. The aim of this research is to examine the effects of Country of Origin on customer's decision to purchase FMCGs in the Czech Republic. The research first provides the overview of existing literature with the descriptions of Country of Origin effect, FMCGs, and private labels since the effect on the latter is analyzed separately from the national brands. Sample of hundred Czech consumers was used for analyzing the Country of Origin effects on their FMCGs purchasing decision making. It was found out that Czech consumers evaluate certain categories of FMCGs such as Refrigerated and Shelf-Stable Food and Personal Care products taking into account their producing countries.