Table Of ContentConsumer Ethnocentrism, Country
of Origin and Marketing
Country of origin and consumer ethnocentrism are evolving constructs
as consumers’ perception of country, state, or region changes over time.
Understanding consumer motivations and attitudes towards a country and
its products can provide valuable insights for marketing strategies.
This book explores the phenomena of consumer ethnocentrism and
country-of-origin effect on the food market using examples from Polish retail-
ers. The book aims to determine how appeals to the domestic or foreign coun-
try of origin provided through claims, symbols, labels, and quality signs can
affect consumer attitudes and food purchase intentions as well as to contex-
tualise consumer behaviour issues in the broader picture of the entire system
of food production and distribution. The reader will gain a comprehensive
understanding of consumer ethnocentrism and country-of-origin effect on
the food market based on a series of original research studies conducted in
Poland. The combination of quantitative and qualitative research methods
provides novel and valuable insights into the phenomena under study.
Based on original research, this innovative volume will be a valuable
resource for consumer behaviour, food marketing, and international mar-
keting scholars and students.
Paweł Bryła is Associate Professor at the Department of International
Marketing and Retailing, Faculty of International and Political Studies,
University of Lodz, Poland. His research interests revolve around con-
sumer behaviour in the food market and food marketing as well as inter-
national student mobility. He has led two research projects funded by the
National Science Centre, two research projects funded by the Polish Minis-
try of Science and Higher Education within the Iuventus Plus programme,
and headed the Polish team in an international research project: MERGE,
funded by the European Commission. He has authored over 120 publica-
tions, including articles in such journals as Nutrients, Appetite, British Food
Journal, Sustainability, and Quality Assurance and Safety of Crops & Foods.
He has edited two books in English, coordinating international teams of
authors. He is an editorial board member of international journals includ-
ing Foods, Sustainability, European Journal of International Management,
Central European Management Journal, and Economia Agro-Alimentare. In
Google Scholar, he has 1575 citations, with the Hirsch index of 19.
Tomasz Domański is Full Professor and Director of the Department of
International Marketing and Retailing, University of Lodz, Poland, and
Director of a Polish-French MBA programme. He also served as Dean of
the Faculty of International and Political Studies, and as the President of
the Committee of Academic Policy advising the Polish Minister of Science
and Higher Education. His research interests include marketing strategies of
distribution chains, food marketing, place marketing, and university inter-
nationalisation. He has been involved in numerous national and interna-
tional research and education projects, and has authored and co-authored
over 180 academic publications, including 20 books, in Poland and abroad.
He was the local coordinator of the CampusCulturae project in the frame-
work of the EU Culture programme. He was the supervisor of 12 successful
doctoral dissertations in management. Since 1990, he has been a marketing
consultant for numerous renowned Polish and foreign businesses.
Routledge Studies in Marketing
This series welcomes proposals for original research projects that are either
single or multi-authored or an edited collection from both established and
emerging scholars working on any aspect of marketing theory and practice
and provides an outlet for studies dealing with elements of marketing the-
ory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the
most innovative work across all aspects of the marketing ‘mix’ – from prod-
uct development, consumer behaviour, marketing analysis, branding, and
customer relationships, to sustainability, ethics and the new opportunities
and challenges presented by digital and online marketing.
Charity Marketing
Contemporary Issues, Research and Practice
Edited by Fran Hyde and Sarah-Louise Mitchell
The Dynamics of Influencer Marketing
A Multidisciplinary Approach
Edited by José M. Álvarez-Monzoncillo
Consumer Ethnocentrism, Country of Origin and Marketing
Food Market in Poland
Paweł Bryła and Tomasz Domański
European Consumers in the Digital Era
Implications of Technology, Media and Culture on Consumer Behavior
Edited by Małgorzata Bartosik-Purgat and Nela Filimon
For more information about this series, please visit: www.routledge.com/
Routledge-Studies-in-Marketing/book-series/RMKT
Consumer Ethnocentrism,
Country of Origin and
Marketing
Food Market in Poland
Paweł Bryła and Tomasz Domański
First published 2023
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2023 Paweł Bryła and Tomasz Domański
The right of Paweł Bryła and Tomasz Domański to be identified as
authors of this work has been asserted in accordance with sections
77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record has been requested for this book
ISBN: 978-1-032-26900-9 (hbk)
ISBN: 978-1-032-26902-3 (pbk)
ISBN: 978-1-003-29041-4 (ebk)
DOI: 10.4324/9781003290414
Typeset in Times New Roman
by codeMantra
Contents
List of figures ix
List of tables xiii
Acknowledgements xix
1 Introduction with literature review 1
PAWEŁ BRYŁA
PART I
Consumer ethnocentrism and country-of-origin effect on the
food market – quantitative results from Poland 41
2 Consumer ethnocentrism and country-of-origin effect on the
food market – a survey among Polish consumers 42
PAWEŁ BRYŁA
3 Consumer ethnocentrism and country-of-origin effect on the
food market – a survey in the food marketing channel 88
PAWEŁ BRYŁA
4 Consumer ethnocentrism and country-of-origin effect on the
food market – verification of hypotheses 107
PAWEŁ BRYŁA
PART II
Case studies of marketing strategies appealing to consumer
ethnocentrism or country-of-origin effect 129
5 Biedronka: How to create a Polish image of a foreign discount chain 130
TOMASZ DOMAŃSKI
viii Contents
6 Grot: A case study of a family company operating in the
market of traditional meat products 159
TOMASZ DOMAŃSKI
7 A case study of an organic dairy plant – EkoŁukta: How to
elicit consumer ethnocentrism based on the regional origin of
an organic product 202
TOMASZ DOMAŃSKI
8 Klimeko: A case study of a family company operating on the
dairy market 227
TOMASZ DOMAŃSKI
9 Srebrna Góra Vineyard: How to build a Polish wine brand 252
TOMASZ DOMAŃSKI
10 Conclusion with managerial implications 287
TOMASZ DOMAŃSKI AND PAWEŁ BRYŁA
Appendix 1. Survey questionnaire addressed to consumers 304
PAWEŁ BRYŁA
Appendix 2. Survey questionnaire addressed to companies 319
PAWEŁ BRYŁA
Appendix 3. Guide for interviews with managers 328
PAWEŁ BRYŁA
Index 331
Figures
2.1 The most common values of Polish consumers 53
2.2 The most important attributes of food products 56
2.3 The most important food choice motives 58
2.4 Food categories in which the highest share of respondents
buy only Polish products (%) 61
2.5 Food categories with the largest country-of-origin effect 62
2.6 German food categories with the most positive attitudes of
Polish consumers 63
2.7 German food categories with the least positive attitudes of
Polish consumers 64
2.8 Ukrainian food categories with the most positive attitudes
of Polish consumers 65
2.9 Ukrainian food categories with the least positive attitudes
of Polish consumers 65
2.10 The size of the segment of consumers attaching very big
importance to the own region origin of food products by
product type (2014 and 2020) (%) 68
2.11 The size of the segment of consumers attaching rather big
importance to the own region origin of food products by
product type (2014 and 2020) (%) 68
2.12 The size of the segment of consumers attaching very
big importance to the Polish origin of food products by
product type (2014 and 2020) (%) 70
2.13 The size of the segment of consumers attaching rather
big importance to the Polish origin of food products by
product type (2014 and 2020) (%) 70
2.14 The most favourably evaluated characteristics of Polish food 72
2.15 The average identification levels with various places 75
2.16 The ‘Polish Product’ sign 76
2.17 Brands with the lowest shares of correct distinctions
between Polish and foreign ownership (%) 82
2.18 B rands with the lowest shares of correct indications of the
COO of the owner (%) 82
