Do Consumers of Products and Services Perceive the COO Effect in a Multidimensional Way? A Polish-Lithuanian Comparison

Abstract

So far, it has not been explicitly decided whether the country of origin (COO) effect comes as a one-or multi-dimensional phenomenon. The fundamental aim of the presented research study is to answer that question. Hence, two hypotheses have been tested: (1) the country of origin of products and services affects their assessment; (2) there are some differences in the assessment of the particular dimensions of the country of origin of products and services. The data collected from 192 Lithuanian and Polish respondents during a questionnaire survey have been analyzed with the use of a linear mixed model. The results indicate that the country of origin of products and services affects their assessment, and it gives more differentiation to the assessment of the offer than the country of origin of respondents and the COO dimensions. It has been confirmed that there are statistically significant differences between the assessments of the dimensions, depending on the country of origin of the offer. The results of the discussed research may find their practical application during the development of marketing programs which are dedicated to foreign markets.