Riassunto analitico
The aim of the project is to analyse the effect that the variables consumer reshoring sentiment and authenticity have on the consumer. In particular, it studies how these variables influence consumer behaviour and purchasing decisions. The research begins by studying the processes that underlie the CRS variable, offshoring and reshoring, their peculiarities and their evolutions over time. In particular, the motivations and risks of both strategies are highlighted, with a focus on the motivations that lead a company to produce in a country different from the one of origin and then to return home. Once these processes are evidenced in the first two chapters, the next step is to relate them to the protagonist of the project; the consumer. In the third chapter, his reactions to the phenomena mentioned above are studied, proceeding from a general analysis to an in-depth one. The feelings that the consumer can experience in the described context are analysed, until the individual emotions are identified. The study proceeds by presenting the second main variable, authenticity, its peculiarities and the growing interest that has been shown for it in the reference scholar. In this case, an element of innovation is introduced; connecting this variable to the CRS and studying the influence of both on the consumer. The third chapter also analyses other variables that frame the main analysis and can act as inhibitors or catalysts for consumer feelings. Some examples are ethnocentricity and brand relationship management. Following the theoretical introduction, an empirical study is carried out in order to evaluate the effect that authenticity and CRS have on the consumer. The research is conducted through an evaluation questionnaire performed on a sample of respondents as heterogeneous as possible. Once the data had been collected, it is studied not only the characteristics of the total sample but also the differences between the groups with high or low levels of the two variables. Finally, an ANOVA analysis is also conducted to confirm the statistical differences of selected variables among the above mentioned subgroups. The variables chosen for the latter analysis are the emotions of the consumer and his attitude, as those most likely to show significant results. The conclusion of the research is that the consumer is influenced in his emotions and attitudes by CRS and authenticity, with different intensity depending on the variable considered. The variable authenticity mostly influences the actions of the consumer while the CRS affects his feelings.
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Abstract
The aim of the project is to analyse the effect that the variables consumer reshoring sentiment and authenticity have on the consumer. In particular, it studies how these variables influence consumer behaviour and purchasing decisions. The research begins by studying the processes that underlie the CRS variable, offshoring and reshoring, their peculiarities and their evolutions over time. In particular, the motivations and risks of both strategies are highlighted, with a focus on the motivations that lead a company to produce in a country different from the one of origin and then to return home. Once these processes are evidenced in the first two chapters, the next step is to relate them to the protagonist of the project; the consumer. In the third chapter, his reactions to the phenomena mentioned above are studied, proceeding from a general analysis to an in-depth one. The feelings that the consumer can experience in the described context are analysed, until the individual emotions are identified. The study proceeds by presenting the second main variable, authenticity, its peculiarities and the growing interest that has been shown for it in the reference scholar. In this case, an element of innovation is introduced; connecting this variable to the CRS and studying the influence of both on the consumer. The third chapter also analyses other variables that frame the main analysis and can act as inhibitors or catalysts for consumer feelings. Some examples are ethnocentricity and brand relationship management. Following the theoretical introduction, an empirical study is carried out in order to evaluate the effect that authenticity and CRS have on the consumer. The research is conducted through an evaluation questionnaire performed on a sample of respondents as heterogeneous as possible. Once the data had been collected, it is studied not only the characteristics of the total sample but also the differences between the groups with high or low levels of the two variables. Finally, an ANOVA analysis is also conducted to confirm the statistical differences of selected variables among the above mentioned subgroups. The variables chosen for the latter analysis are the emotions of the consumer and his attitude, as those most likely to show significant results. The conclusion of the research is that the consumer is influenced in his emotions and attitudes by CRS and authenticity, with different intensity depending on the variable considered. The variable authenticity mostly influences the actions of the consumer while the CRS affects his feelings.
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