Russian Consumer Perceptions of Foreign and Domestic Consumer Goods: An Analysis of Country-of-Origin Stereotypes with Implications for Promotions and Positioning

Abstract

Although Russia is continually in the news, reliable information relating to the consumer behavior of Russian citizens is not available. Despite ongoing turmoil, free market economies should eventually emerge in Russia. In fact, Russia could represent one of the next major growth opportunities for U.S. exporters. This study evaluated Russian consumers perceptions toward domestic, German, Japanese and U.S. products. Russian consumer perceptions of “country-of-origin” characteristics differed significantly on 13 perceptual dimensions. Implications for strategic promotion and competitive positioning of U.S. goods in Russia are presented.