The country of origin effect in the trading of Brazilian bovine meat in Europe: an exploratory study considering the exporters experiences and the European consumers opinion

• Grant number: 09/04759-6
• Support Opportunities: Scholarships in Brazil - Master
• Start date: August 01, 2009
• End date: July 31, 2011
• Field of knowledge: Applied Social Sciences - Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Fernanda de Tavares Canto Guina
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

Preestablished and stereotyped ideas that individuals have towards other people or countries could interfere in their buying intention of foreign products. This fact is known as the "country origin effect". Similarity among politics systems and cultures, the know-how that a country has in developing a given product, personal values, the strength of a given brand, demographic issues, among others, could influence the country of origin effect in a positive or negative way. In this context, it is important to say that, despite Brazil has assumed in this decade the position of the biggest exporter of bovine meat in the world, its leadership role is criticized by many Europeans that believe there is slaver labor, forest destruction and a low concern about the animal sanity. The Brazilian Government and the export sector have endeavored efforts to change the image of the Brazilian livestock, through the indication of measures which have been done to minimize the environment impact of the activity, concerning sanitary issues and the labor's law. This research has the aim of analyzing the concepts about country image and the country of origin effect and it also aims at evaluating the impacts of this effect in the commercialization of the Brazilian bovine meat in the European Market. The research will have exploratory and descriptive parts and, with its outcomes, it is expected to be presented mechanisms to minimize the country origin effect about the commercialization of bovine meat and other Brazilian products abroad, that could be adopted by the exporter sector and by the Brazilian government.

Academic Publications

(References retrieved automatically from State of São Paulo Research Institutions)

GUINA, Fernanda de Tavares Canto. The country origin effect on the Brazilian beef trade in Europe: a study with students and staff of European universities, European importer and Brazilian exporters. 2011. Master's Dissertation - Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) Ribeirão Preto.