Analysis of the effects of "country of origin" on KIA

Thèmes abordés

Coo effect kia cars morocco brezil

Résumé du document

The purpose of this paper is to test whether the country of origin of a brand can be used by the company KIA to gain a competitive advantage in certain international markets or not, considering the ever changing business scene that exists nowadays and the strong competition that every company has to deal with.

For this specific purpose, we have chosen KIA motors, a Korean automobile company and the markets of Morocco and Brazil. Furthermore, we concentrate our research on a particular demographic segment, people between the age group of 23-30 years. The choice was made due to the fact that we want to test our products on new buyers and as KIA produces mostly small domestic cars, people from the 23-30 years of age segment are old enough to afford them. The competition in the automobile industry is very hard and therefore, the country of origin might play an important role in the customers' decision making process.

Extraits

[...] The competition in automobile industry is very hard and therefore ,the country of origin effect might play an important role in costumers decision making. I. Theory and methodology a. Country of origin The country of origin effect is known since the mid 1960's and until today, a lot of studies have been conducted to reveal its true influence. By definition, the COO effect implies that the country of origin of one product can be used as a means of differentiation among other products with same characteristics. [...]

[...] The cultural interview focuses on the norms, values, understandings, and taken-for-granted rules of behavior of a group or society. This type of interview reports on typical shared activities and their meanings. The style of interview is relaxed and questions flow naturally with no fixed agenda. People are interviewed several times so that emerging themes are pursued later. The interviewer, for example, may ask them to describe a typical day. The partner then relates what is important with examples. The truth of the fact is not as important as how well it illustrates the premises and norms. [...]

[...] On the fifth placerepresents the Korean brand Hyundai. Kia hangs on in the sixth placewith a sales volume of 2216. it is followed by Citroën which claims 1857 registrations. Then Ford grants himself the eighth place by realizing sales of 1847 cars. Then Ford grants himself the eighth place(square) by realizing sales of 1847 cars. The tumble Toyota confirms on the ninth place(square) with 1343 cars sold on the market and finally Fiat is situated on the last place(square) with a number of registrations of 1123. [...]

[...] On the other hand, he believes that although the COO is of minor importance in their choice, when it comes to that, the fact that some of the biggest producers come from some European countries (Germany, France) lead consumers to put most of their trust in these countries. When asked about the image of Korea in Morocco, she said that people think of Korea as a new developed country that which can easily make products with a good quality and low cost and Korea . And all this grace to the investments of the systems of automation that why Korea improve its competitiveness. [...]

[...] These result in narratives and stories that interpret the past. Evaluation interviews examine new programs or school developments and suggests improvements. Since evaluation deals with incorrect behaviors as well as positive ones, justifications of behaviors result. The result may consist of myths and unresolved tensions. In focus group interviews people meet to share their impressions and changes of thinking or behavior regarding a product or an institution. Participants may be strangers and make an effort to preserve their competency and may not admit faults. [...]