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Assessment of Bachelor Thesis – Academic Consultant

Study programme:International Economic Relations Field of study:International Trade

Academic year:2020/2021

Bachelor Thesis Topic:Variability in inclination toward national products among European regions and its impact on consumer behavior

Author’s name:Daria Artamonova

Ac. Consultant’s Name:Andrea Escobar Rios, Doctora en Ciencias Opponent:Ing. Marija Zlatić, Ph.D.

Criterion Mark

(1–4)

1. Overall objective achievement 1

2. Logical structure 2

3. Using of literature, citations 2

4. Adequacy of methods used 2

5. Depth of analysis 1

6. Self-reliance of author 2

7. Formal requirements: text, graphs, tables 1

8. Language and stylistics 1

Comments and Questions:

The thesis aims to to analyze differences in inclination toward national product in comparison to imported goods between European regions: Czech Republic, France and Russia, to determine the impact of such penchant on the consumer behavior and purchase decision in those regions. Therefore seeks to give an answer to the following research question: How the differences in inclination toward domestic brands of

“national products” impact the purchase decision in the chosen European regions? Theoretical part is based on the literature review of relevant sources related to the constructs involved : BRAND IMAGE, COUNTRY OF ORIGIN EFFECT AND CONSUMER BEHAVIOR , as the most important ones for this work. It gives an additional information describing basic terminology and classifications that would be used in the thesis. It covers wide research with the outlook of the countries involved : Russia , France and Czech Republic.

1. The methodology and data collection is a section that should have been located later in the text.

However, it is well described as it confirms secondary and primary research with the following sample size : 289 respondents, including 75 French, 92 Czech and 122 Russian representatives.

2. About findings : Results show that all the regions in the first place pay attention to quality of the product, Czech and Russian consumers then may consider either price or advice of the close ones to bigger or lesser degree. Meanwhile the French are not so influenced by recommendations as much as by origin of the products. According to the specific objectives the author used correlation between variables , however for a better and valid outcome a deeper analysis shall be done by using special software like SPSS. The author can just assume certain results but no confirm them. They way that the author used to present the answer of each specific objective is quite useful for the full

understanding of the outcomes of this thesis which is a plus when reading.

3. when talking about hypotheses like the following line: “All the hypotheses established by the author were proved right, respondents indeed were more inclined to domestic brands in the category of the product considered as a national pride…..” , author cannot assume that the hypotheses are either refuted or accepted since there is no deep statistical analysis and for that would have been necessary another methodology. Since this is a descriptive study, the author is able just to assume the

information analyzed as part of a conceptual model or guidelines for the target and products used for the development of this work.

Questions: -What was the criteria to have chosen these 3 countries? -What does the author consider as an advantage for the study of consumer behavior during pandemic time? -Was involved some how certain

sort of e-commerce on the study?

Conclusion: The Bachelor Thesis is recommended for the defence.

Suggested Grade: 1

Date: 31/05/2021 Andrea Escobar Rios, Doctora en Ciencias

Academic Consultant