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C/M/1929. Dissertation. The Impact of Country of Origin on UK Consumers' purchasing intentions toward Burberry luxury fashion products

WORDS:
11500
DATE:
2011
PRICE:
119.99 GBP

This dissertation examines the COO (Country of Origin affect) on consumers, focusing on Burberry luxury fashion clothes. The dissertation aims to study the UK consumer perceptions of Burberry products following the shift in the manufacturing facility to China, and to analyse the effect of Country of manufacture on purchasing intentions of UK consumers in purchase of Burberry products following the shift to China. The review of literature delves into a wide range of topics like the image of a country, dimensions of country of origin effect, factors affecting COO, and country of manufacture effect on brands. The methodology is discussed in detail, and data has been collected through the use of focus groups, questionnaires, and interviews, the study analyses all of the results and concludes by summarizing everything discussed.

 

KEYWORDS: Dissertation, COO, Country of Origin effect, consumer, Burberry, manufacturing, country of manufacture,

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