The Country of Origin Effect on the Evaluation of Special Beers and the Consumers’ Purchase Intention: An Experimental Study

<p class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; text-align: justify; line-height: 12.75pt;"><span style="font-family: &quot;Times New Roman&quot;, serif; color: #111111;"><span style="font-size: 16px;"><strong>Objetives: </strong>analyze the country of origin effect on the perceived product quality, the price-willingness to pay and the consumer&rsquo;s purchase intention.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; text-align: justify; line-height: 12.75pt;"><span style="font-family: &quot;Times New Roman&quot;, serif; color: #111111;"><span style="font-size: 16px;"><strong>Method: </strong>experimental (experiment), with a factorial design 4 (Country of Origin: Germany, China, Brazil, and a control&rsquo;s group) x 1 (Product: special Pilsen beer). For data analysis, a quantitative statistical approach was performed with data processed by means a multivariate analysis of variance (MANOVA), applying post-hoc tests. The sample consisted of 159 respondents who were distributed in the four experimental groups.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; text-align: justify; line-height: 12.75pt;"><span style="font-family: &quot;Times New Roman&quot;, serif; color: #111111;"><span style="font-size: 16px;"><strong>Originality/Relevance: </strong>the study approached the country of origin effect on consumer perception and its relationship with perceived quality, willingness to pay and purchase intention of special beer.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; text-align: justify; line-height: 12.75pt;"><span style="font-family: &quot;Times New Roman&quot;, serif; color: #111111;"><span style="font-size: 16px;"><strong>Results: </strong>the results show that the country of origin effect, as an extrinsic attribute, has a significant role in the perceived quality, willingness to pay and consumers&rsquo; purchase intentions.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; text-align: justify; line-height: 12.75pt;"><span style="font-family: &quot;Times New Roman&quot;, serif; color: #111111;"><span style="font-size: 16px;"><strong>Theoretical/Methodological Contrbutions: </strong>the development of the research allowed us to analyze, in the evaluation of a product, in this case, special beer (Pilsen type), the strength of an extrinsic factor, that is, the country of origin effect, and its influence on the perceived quality, the price-willingness to pay and the consumer&rsquo;s purchase intention.</span></span>