An Investigation Of Country-Of-Origin Effect On The International Marketing Of Star Lager Brand In The Great Lakes States Market Area Of The United States

Abstract

The purpose of this pilot study was to investigate consumer preference for the place of origin, and its potential effect on the internationalization of the Star lager brand. It is pertinent to fully explore and understand the role of consumer stereotyping associated with the Star brand in order to craft a more appropriate international marketing strategy for the selected market area. While the study provided in-depth insights into consumer perception of imported Star lager brand using the country-of-origin (COO) theme, results were mixed but mainly favorable. When compared with other leading international brands, however, the Star lager brand attained less consumer favorable perception and preference.