Предпочтение бренда-копии потребителями. Роль неопределенности и страны происхождения.
Главная цель работы это исследовать вопрос бренда-имитатора и готовность потребителе платить больше за них ф случае неопределенности на Российском рынке. Задачи работы включают в себя анализ поведения иностранных студентов, приезжающих в новую страну, как они оценивают бренды-имитаторы, насколько больше они готовы заплатить, чтобы избавиться от неопределенности и как уровень рискованности и важность бренда влияют на их выбор между брендом-имитатором и другим брендом. После всех проведенных анализов можно сказать, что потребители, которые не любят рисковать и ценят бренд, готовы заплатить больше за бренд-имитатор.
The main research area of the master thesis is the consumer behavior and factors that may affect the choice of consumers, the branding strategy in particular. The key topics addressed in the master thesis are the following: the branding strategy and the copycat (brand imitation) strategy, the uncertainty of the customers, the willingness to pay and the consumer behavior in general.
The research field of the master thesis is the consumer behavior and choice of a brand in case of uncertainty about product’s quality. The research problem is to find out whether in case of uncertainty about the quality of goods the consumer will prefer to buy a copycat brand and pay for it a higher price.
Additionally to the main research problem in the master thesis after a conducted analysis there will be also answers for the following research questions:
• How the consumers perceive and evaluate the copycat brands?
• How much the consumers are ready to overpay in order to get rid of the uncertainty?
• How the risk avoidance level and the brand importance of the customer influences their choice between the copycat and the differentiated brand?
The topic of the copycat brands is very relevant to the contemporary world and today’s marketing. Many big companies faced the problem of other companies copying their brands and getting profit out of this strategy. One of the most recent examples in Russia is the case of butter «Баба Валя» (Baba Valya).
In November 2016 the Federal Antimonopoly Service of the Russian Federation (FAS) penalized with a 110 000 rubles fine a Russian company «Традиция» for copying the package of the butter produced under the brand of Valio. The Russian butter «Баба Валя» (Baba Valya) had the same colors and style of the package as Valio’s butter (see the Picture 1) which was considered as a violation of the unfair competition law. The FAS explained that the buyers guided by the brightest elements, including color and style, could confuse similar packages of butter «Баба Валя» and Valio and then buy one instead of another (Lenta.ru, 2016).
Pic. 1. The comparison of the «Баба Валя» (copycat brand) and Valio (original brand) packages
Another example of even bigger and more successful copycat was found in Ukraine where a war of words has broken out over copycat cases of Scotland’s national drink (Daily Record, 2017). Supermarket shelves in the Ukraine were filled with bottles of “whisky” looking like a rip-off of major Scotch whisky brands like Johnnie Walker (see Picture 2).
Pic. 2. The comparison of the Johnnie Walker Red Label (original brand) and Jack Talker Red Level (copycat brand) packages
In particular, one Ukrainian distillery is producing red, black and blue “level” Jack Talker whisky in bottles very similar to the red, black and blue of Johnnie Walker. Diageo, the company that owns several major Scotch brands including Johnnie Walker complained resulting in the Ukrainian anti-monopoly committee fining the distillery for a series of breaches of the Johnnie Walker brand.
Diageo have complained about the counterfeit, however, the Simferopol Wine and Cognac Factory website, still showing imitation brands and saying that their activity is licensed and legal according to the current Ukrainian legislation in the field.
The strategy of brand imitation is widely used in the emerging markets and Asia has a lot of examples of copycat brands. The emerging markets have been successful in recent decades in engineering their own, localized, copycat brands, which emulate the success of similar organizations in developed markets. The copycat brands find success in emerging markets by adapting a proven concept tested abroad and infusing it with local or market-specific attributes.
One of the most notable examples of copycat brand success is Miniso, a Chinese imitation of three Japanese retail brands Uniqlo, Muji and Daiso (see Picture 3). Miniso has been widely criticized after saying that they have Japanese origins to some designers who have subsequently denied involvement in the brand.
Pic. 3. The logotype of the Miniso, the Chinese copycat brand
The company, which has many stores in Japan has opened more than 1,100 shops in China, and many more in other locations across Southeast Asia. The brand currently operates four shops in Macau and is growing in popularity. Even more striking is that Miniso has accomplished its rapid rise within just three years and has a target of a bigger expansion by 2020. Regardless of its origins as a copycat brand, Miniso is growing in strength, and is forging its own identity in key markets outside of Japan.
Other examples include Brazil’s highly successful Lojas Renner, modeled on Spain’s international Zara brand, South Korea’s The Face Shop, which drew its inspiration from famous The Body Shop in Britain, and China’s Anta Sports Products. The latter, which uses a similar logo to sports brand Nike – only turned upside-down – has grown in the last three years and became the third-largest sports footwear brand in China. (Macau Daily Times, 2017)
In the following master thesis, the topic of the copycat will be explained in a very detailed way and seen from different points of view. The first chapter will be devoted to the theoretical background of the topic discussed. In particular, the previous research papers written on the topic of copycat brands and consumer behavior in order to define the research gap. Then, the terms of copycat brand, willingness to pay and uncertainty about the product will be explained to help with defining the hypotheses for the further analysis. The second chapter of the master thesis will contain the explanation of the methodology used in order to collect the data and analyze it that will lead to the supporting or rejecting the hypotheses stated in the beginning. In the conclusion further analyses will be discussed together with the limitations that the author faced during the work on the master thesis
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Decision Processes. Massachusetts.
• Balcombe, K., Bradley, D., Fraser, I., & Hussein, M. (2016). Consumer preferences regarding country of origin for multiple meat products. Food Policy, 64, 49-62.
• Beiermann, J., Ritten, C. J., Thunström, L., & Ehmke, M. (2017). Measuring the value of information–revealed preferences for country of origin information. Journal of Behavioral and Experimental Economics, 71, 96-104.
• Beitler, D. (2016). ‘COPYCAT BRANDS’ GROWING IN STRENGTH. Macau Daily Times. Retrieved May 1, 2017 from http://macaudailytimes.com.mo/copycat-brands-growing-strength.html
• Berry, J. W., & Sam, D. L. (1997). Acculturation and adaptation. Handbook of cross-cultural psychology, 3(2), 291-326.
• Bian, X., & Moutinho, L. (2009). An investigation of determinants of counterfeit purchase consideration. Journal of business research, 62(3), 368-378.
• Business Dictionary. (n.d.). Willingness to pay. Definition. Retrieved June 3, 2017, from http://www.businessdictionary.com/definition/willingness-to-pay.html
• Cateora, P. (1999). a JL Graham. International marketing.
• Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International journal of advertising, 24(2), 173-192.
• De Rooij, E. A., Green, D. P., & Gerber, A. S. (2009). Field experiments on political behavior and collective action. Annual Review of Political Science, 12, 389-395.
• Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71.
• Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 307-319.
• Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 21(1), 119-134.
• Erdem, T., & Keane, M. P. (1996). Decision-making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing science, 15(1), 1-20.
• Erdem, T., & Swait, J. (2004). Brand Credibility and its Role in Brand Choice and Consideration, forthcoming in. Journal of Consumer Research.
• Finch, A. C. (1996). When imitation is the sincerest form of flattery: Private label products and the role of intention in determining trade dress infringement. The University of Chicago Law Review, 63(3), 1243-1276.
• Gall, Ch. (2017). Jack Talker Red Level sparks row as Ukrainian ‘whiskye’ rips off Johnnie Walker Black Label. Daily Record. Retrieved April 29, 2017, from http://www.dailyrecord.co.uk/news/scottish-news/war-words-ukrainian-company-rip-10335678
• Gourville, J. T., & Soman, D. (2005). Overchoice and assortment type: When and why variety backfires. Marketing science, 24(3), 382-395.
• Hanzaee, K. H., & Khosrozadeh, S. (2011). The effect of the country-of-origin image, product knowledge and product involvement on information search and purchase intention. Middle-East Journal of Scientific Research, 8(3), 625-636.
• Hauser, J. R., & Wernerfelt, B. (1990). An evaluation cost model of consideration sets. Journal of consumer research, 16(4), 393-408.
• Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.
• Henseler, J. (2018). Partial least squares path modeling: Quo vadis?. Quality & Quantity, 1-8.
• Hilton, B., Choi, C. J., & Chen, S. (2004). The ethics of counterfeiting in the fashion industry: Quality, credence and profit issues. Journal of Business Ethics, 55(4), 343-352.
• Hsieh, M. H. (2004). An investigation of country-of-origin effect using correspondence analysis: a cross-national context. International Journal of Market Research, 46(3), 267-295.
• Kasabov, E. (2015). What we know, don’t know, and should know about confusion marketing. European Journal of Marketing, 49(11/12), 1777-1808.
• Kotler, P. (1997). Marketing management, 7th.
• Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
• Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
• Lai, K. K. Y., & Zaichkowsky, J. L. (1999). Brand imitation: do the Chinese have different views?. Asia Pacific Journal of Management, 16(2), 179-192.
• Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.
• Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 41-53.
• Le Roux, A., Bobrie, F., & Thébault, M. (2016). A typology of brand counterfeiting and imitation based on a semiotic approach. Journal of Business Research, 69(1), 349-356.
• Lenta.ru. (2016). Federal Antimonopoly Service penalized the owner of the brand “Баба Валя” because of package similarity with Valio. Retrieved December 8, 2016, from https://lenta.ru/news/2016/11/21/valio/
• Markman, A. B., & Loewenstein, J. (2010). Structural comparison and consumer choice. Journal of Consumer Psychology, 20(2), 126-137.
• McDonald, M., & Meldrum, M. (2013). The complete marketer: 60 essential concepts for marketing excellence. Kogan Page Publishers.
• Messer, L. (2016). Natural experiment. Observational study. Encyclopædia Britannica, Inc. Retrieved from https://www.britannica.com/science/natural-experiment
• Mittal, B., & Lee, M. S. (1988). Separating brand-choice involvement from product involvement via consumer involvement profiles. ACR North American Advances.
• Moreno D. (n.d.). Consumer Theory: Uncertainty. uc3m – Departamento de Economía. Retrieved June 2, 2017, from http://www.eco.uc3m.es/docencia/microii/M7-8.pdf
• Perdue, B. C., & Summers, J. O. (1986). Checking the success of manipulations in marketing experiments. Journal of Marketing Research, 317-326.
• Petty, R. E., Briñol, P., Tormala, Z. L., & Wegener, D. T. (2007). The role of meta-cognition in social judgment. Social psychology: Handbook of basic principles, 2, 254-284.
• Pocock, N., & McIntosh, A. (2013). Long-term travellers return,‘home’?. Annals of Tourism Research, 42, 402-424.
• Satomura, T., Wedel, M., & Pieters, R. (2014). Copy alert: A method and metric to detect visual copycat brands. Journal of Marketing Research, 51(1), 1-13.
• Shenkar, O. (2010). Copycats: how smart companies use imitation to gain a strategic edge. Strategic Direction, 26(10), 3-5.
• Sobol, K., Cleveland, M., & Laroche, M. (2018). Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers. Journal of Business Research, 82, 340-353.
• Sousa, A., Nobre, H., & Farhangmehr, M. (2018). Exploring the effects of ethnocentrism and country familiarity in consumer preference and brand recognition. International Journal of Business and Globalisation, 20(2), 139-151.
• Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.
• Van Horen, F., & Pieters, R. (2012). Consumer evaluation of copycat brands: The effect of imitation type. International Journal of Research in Marketing, 29(3), 246-255.
• Van Horen, F., & Pieters, R. (2013). Preference reversal for copycat brands: Uncertainty makes imitation feel good. Journal of Economic Psychology, 37, 54-64.
• Van Rompay, T. J., & Pruyn, A. T. (2011). When visual product features speak the same language: Effects of shape‐typeface congruence on brand perception and price expectations. Journal of Product Innovation Management, 28(4), 599-610.
• Wernerfelt, B. (1988). Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. The RAND Journal of Economics, 458-466.
• Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of marketing research, 46(2), 247-259.
• Yunus, N. S. N. M., & Rashid, W. E. W. (2016). The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China. Procedia Economics and Finance, 37, 343-349.
• Zaichkowsky, J. L. (2006). The psychology behind trademark infringement and counterfeiting. Psychology Press.
• Zeugner-Roth, K. P., & Diamantopoulos, A. (2010). Advancing the country image construct: Reply to Samiee’s (2009) commentary. Journal of Business Research, 63(4), 446-449.
• Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods. Cengage Learning.
Последние выполненные заказы
Хочешь уникальную работу?
Больше 3 000 экспертов уже готовы начать работу над твоим проектом!
4.9 (20 отзывов)
4.8 (13 отзывов)
4.2 (5 отзывов)
5 (22 отзыва)
4 (15 отзывов)
5 (20 отзывов)
4.6 (30 отзывов)
5 (44 отзыва)
4.9 (5 отзывов)
