The influence of country-of-origin effect on russian consumers behavior in cosmetics industry

Conclusively, there is still a certain level of mistrust among customers and companies need to make sure they provide greater legitimacy and transparency of their products so that buyers can see the goods are both safe and effective. Consumers become more picky and their preferences change faster than ever before. This makes it more of a challenge for both new entries and existing companies. Newcomers need a strong founder story, to be handled sustainably with aesthetically appealing packaging and all of that with the high level of efficiency while the proven players have to stay updated to the latest trends and developments to keep being competitive with today's “switch-happy” customers. The overview of Russian buyers preferences will help in formulating the hypotheses of the study and conducting the deeper analysis to indicate the influence of the COE on their behaviour.

2.3 Methodology and hypotheses of the research on consumers behaviour in cosmetics market

Before conducting the further research of Russian consumers and the influence of the COE on them, the hypotheses had to be formulated. Based on literature overview, cosmetics market analysis and its consumers preferences examination, the main hypotheses were decided to be:

H0. Russian consumers pay attention to the cosmetics product's country of origin.

H1. Russian consumers who pay attention to the Country of Brand tend to not pay attention to the Country of Manufacture.

H2. Brand image plays a greater role than the country image for Russian consumers during the evaluation process.

H3. Russian consumers prefer purchasing foreign cosmetics products rather than domestic ones.

H4. Russian consumers prefer buying Asian cosmetics rather than French or Russian.

H5. France is considered the best country of origin for cosmetics products.

To prove or reject those hypotheses, the survey had to be conducted. The online questionnaire was distributed in groups and forums dedicated to beauty industry (see Appendix B for the complete list of questions asked). 438 people participated in this study with 425 relevant to the further analysis. Among the participants, 96.8% were female and 3.2% were male. The age breakdown is presented in Diagram 3 below. The sample for age is diverse which will be beneficial for the findings. The majority of participants live in Moscow (46.4%), cities with population less than one mil people (21.1%), cities with population over one mil people (12.3%) and Saint-Petersburg (10.9%). Although it was expected that only citizens of major cities will contribute to the study, in fact there was a diversification in sample even in that aspect which also makes the outcomes of analysis and further implications for firms more relevant and effective.

Diagram 3. The age breakdown of questionnaire respondents. Made by the author.

In online questionnaire the respondents had to complete different types of tasks. There was one answer questions, multiple answer questions, assessing the statements using the 5-point scale (1 = strongly disagree, 5 = strongly agree), giving rates to the specific characteristics of cosmetics products from different countries (price, quality, ingredients, safety to use, eco-friendliness effectiveness, packaging, brand) and open questions. The choice of the countries used in the study fell on Russia as a home country, France as the leader in Russian cosmetics market and South Korea, Japan and China as the representatives of Asian countries with the fastest growth of influence in the cosmetics market. Therefore, one limitation of the study occurs as the results apply to all the cosmetics brands coming from selected nations but the results do not relate to individual brands. The same goes for the further developed recommendations.

The parts of the survey determined to indicate:

1. If there is the influence of the COE on Russian consumers and which one (COM vs. COB) plays a better part in evaluation process.

2. If they find any nation as the typical origin for cosmetics products (Product Ethnicity) and the superior one.

3. Such peculiarities of Russian consumers as value consciousness, ethnocentrism and animosity towards countries.

4. The influence of Brand Image and the Country Image on Russian consumers behaviour.

5. Their assessment and perception of the variety of beauty items characteristics.

Conclusively, the cosmetics industry is the dynamic market which is estimated to grow even after the COVID-19 outbreak. The skin care goods are the most rapidly growing segment of the cosmetics market that is why it was chosen as the product category which is the crucial procedure in terms of studying of the COE on consumers. In addition, the society started to talk more about the skin problems and customers became more conscious about their health and the environment. Buyers tend to purchase organic goods and stick to the everyday routines. These tendencies have the major benefit for Asian companies. After studying the preferences of Russian consumers, the hypotheses have been formulated, and the online questionnaire has been developed and distributed. The survey determined to reveal the peculiarities and preferences of Russian consumers and the COE on their product evaluation and decision-making.

Chapter 3. Research results and recommendations

3.1 Analysis of survey results

The first thing that needs to be done is to check the reliability of the survey results. For that a Cronbach's analysis was conducted and it was found that the alpha level was.876, which indicates that the survey had an adequate level of inter-item reliability. Further analysis found that deleting any of the items would not have significantly changed the alpha level.

As for the peculiarities of Russian consumers, the survey was directed to revealing the levels of value consciousness (VC), ethnocentrism, and animosity towards foreign products. The final outputs are presented in Table 1. Participants were proven to have the high level of VC as they had an average level of 4.27 on a 5-point scale (SD = 0.85) while assessing their agreement with the statements in regard to the VC.

As for ethnocentrism, it was found to have the average rate of 2.48 out of the 5-point scale (SD = 1.01) meaning that most of the people disagreed with the statements proving their ethnocentrism which leads to the outcome that Russian consumers have the low level of ethnocentrism.

Finally, the level of animosity towards France, China, South Korea and Japan was low as 72.6% of the respondents answered they don't feel negative towards any of the countries. Out of all countries presented China had the highest level of animosity with 19.2% saying they have negative feelings towards this nation and rating average of 3.09 out of 5-point scale (SD = 1.2) for the statement “Chinese manufacturers are trying to make a profit at the expense of the quality of the products provided” while other countries had it at the range 2.04-2.84. However, this still means that Russian consumers have the low level of animosity.

Table 1. The levels of peculiarities of Russian consumers.

Peculiarity	Level
Ethnocentrism	Low
Value consciousness	High
Animosity towards foreign countries	Low

Made by the author.

Moving on to the COO itself, the COB matters for 54.8% of the respondents with the major of 45.9% perceiving the COB as the signal for quality of the product and 14.6% - as the signal for the safety of the product. At the same time, 70.1% of the respondents pay attention to the COM during the evaluation process with the majority of 51.1% thinking of it as the signal for quality of the beauty item and 12.3%, again, as a signal for safety. The results for hypotheses are demonstrated in Table 2.

Contrary to H1, it was found that the COB was positively correlated to the COM, r (425) =.61, p <.01 meaning that people who pay attention to the COB also pay attention to the COM of the product. It could have been suggested that the high level of VC affects Russian consumers in terms of their focus on the COB and COM, however, it was only right for the COM as it was significantly but still negatively correlated to the COM, r (425) = -.112, p =.021, while for the COB the value consciousness was not significantly correlated, r (425) = -.082, p =.09, p >.05.

Moving to the H2, it was proven that 80% of the respondents pay attention to the feedback and comments about the Brand Image and only 54.7% of participants are interested in feedback about the Country Image of cosmetics products which is significantly smaller than the previous percentage.

As for H3, it has been already proven that Russian consumers have low level of ethnocentrism, therefore, it could be proposed that they definitely would prefer buying foreign beauty products to the domestic ones. 40.6% of the respondents chose France as the country whose cosmetics products they would rather buy while 29.9% chose South Korea and 9.8% - Russia. So, the H3 is proven. However, the ethnocentrism of participants is not significantly correlated to the willingness to buy, r (425) = -.010, p = 0.845, p >.05, meaning that the level of ethnocentrism doesn't affect their preferences towards the specific country.

In regards to H4, as it was already described that 50.4% in sum of Russian consumers would prefer to buy for French and Russian cosmetics while for Asian countries (China, South Korea, Japan) it was only 36.5% which leads to the rejection of H4. However, after using the contingency table, it was found that 38.6% of people from 18 to 25 choose South Korea as the most preferable COO for their purchase of cosmetics while France had 46.8%. For people of age 26-30 it was 40% and 43.6% respectively. The contingency table showed that the older person was the more unlikely it is for her/him to buy Korean cosmetics products. It means younger people are more likely to buy Korean cosmetics, however, the same tendency doesn't apply to other Asian countries. Moreover, younger people mostly totally agreed with the statement “My preferences shifted towards usage of Asian cosmetics”.

Finally, for H5, France was considered the country being typical for being the COO of cosmetics products as 40.6% of the participants chose it as one, while 31.5% chose South Korea, 9.6% chose Japan, 5.5 chose Russia and 0.2% chose China. As for the ranks regarding characteristics such as price, quality, safety, etc. France, again, got the highest score with the average rate of 3.96. Scores for other countries are presented in Table 2. All of the said proves the H5. The summary for each of the hypotheses is demonstrated in Table 3.

Table 2. Rates for characteristics of cosmetics products originated from selected countries.

Characteristic	Russia	France	South Korea	Japan	China
Price	3.60	3.14	3.60	3.35	3.25
Quality	3.05	4.17	3.99	4.00	2.76
Ingredients	3.01	3.85	3.87	3.83	2.75
Safety to use	3.12	3.96	3.80	3.87	2.63
Eco-friendliness	2.84	3.72	3.66	3.71	2.63
Effectiveness	2.93	3.98	3.93	3.90	2.83
Packaging	2.96	4.36	3.94	3.94	2.88
Brand	2.96	4.43	3.87	3.88	2.73
Average	3.06	3.96	3.81	3.81	2.80

Made by the author.

In terms of the comparatively low average rank for Chinese cosmetics items, it was positively and significantly correlated with the level of animosity towards that nation, r (425) =.292, p =.02, p <.05.

Table 3. Results for hypotheses.

Hypotheses	Result
H1. Russian consumers who pay attention to the Country of Brand tend to not pay attention to the Country of Manufacture.	Rejected
H2. Brand image plays a greater role than the country image for Russian consumers during the evaluation process.	Proven
H3. Russian consumers prefer purchasing foreign cosmetics products rather than domestic ones.	Proven
H4. Russian consumers prefer buying Asian cosmetics rather than French or Russian.	Rejected
H5. France is considered the best country of origin for cosmetics products.	Proven

Made by the author.

As for the price, respondents were also asked to choose the most frequently seen cost for the face cream originated from selected countries as well as their opinion on quality-price ratio for cosmetics products. The results are demonstrated in Table 4. The most frequently occurring prices for 50.9% of the participants is less than 500 roubles for Russia and 44.2% for China, for 50.8% is more than 2000 roubles for France and 34.4% for Japan, and for 48.5% is from 1000 to 2000 roubles for South Korea, making Japan and France the countries with the highest prices for face ream and China and Russia the cheapest ones.

Table 4. Percentage of respondents answering questions about face cream prices. The Average rate of exchange US/RUB in 2019 was taken.

	Russia	France	South Korea	Japan	China
Less than 500 roubles ($7.73)	50.9%	1.8%	7.5%	5.2%	44.2%
500-1000 roubles ($7.73-15.46)	39.4%	14.9%	30.5%	27.6%	38.9%
1000-2000 roubles ($15.46-30.93)	7.2%	32.5%	48.5%	32.8%	14.2%
More than 2000 roubles ($30.93)	2.5%	50.8%	13.5%	34.4%	2.7%

Made by the author.

At the same time, the results for quality-price ratio perception were diverse. For Russia, 42.4% of the participants who think that price fully corresponds to the quality of the goods gave the price 5 points out of 5 which is “excellent”, while ranking the quality as “satisfactory”. In addition, 39.1% of those who think that products are slightly overpriced for the level of quality assessed quality and price both with the satisfactory mark (3/5).

In contrast, for France 49.6% of all respondents who think the cosmetics products are slightly overpriced for the level of quality mostly give the mark “satisfactory” and “bad” to the price and “excellent” and “good” to the quality. In general, 71.7% of the participants think that the French beauty items are either slightly or excessively overpriced while 26.8% think that the price corresponds to the level of quality. The situation is quite similar with Korean products, however, 55% of the respondents are satisfied with the quality-price correspondence with the average rate of 3.99 for quality and 29.3% think that they are slightly overpriced still giving the quality “good” and “excellent” marks.

Japan was ranked with the average rate of 4.00 for quality and 41.3% of people who think that it corresponds with the price assess it with the “good” and “excellent” marks while mostly giving the price “satisfactory” label. At the same time, 46.8% of people who perceive the price as slightly higher than the level of quality rank the price as “satisfactory” and “bad” while mostly giving the quality “good” mark.

Lastly, for China 46.7% of the respondents think that the price corresponds to the level of quality of its products while most of them rank price as “excellent” (26.4%), “good” (23.5%) and “satisfactory” (25%), while the quality is perceived as “good” (18.5%), “satisfactory” (36.4%) and “bad” (25%). Actually, 37.5% of people who think that Chinese products are slightly overpriced and 48.4% of those who think it's too overpriced rate the price and quality as “satisfactory”, meaning that they are highly dissatisfied with Chinese products. As the result of this part of the survey, South Korea is perceived the best in terms of price-quality ratio.

In addition to that, 68.7% of the respondents associate the level of economic development of the country with the quality of products originated from them, however, it was not significantly correlated with any of the marks given to the quality for selected countries.

As for check of the desire and trust of Russian consumers towards selected countries, the highest average score for desire to buy was for French (4.11/5), Japanese (3.53/5) and Korean (3.40/5) cosmetics products while for trust all the scores were low with the highest one for France (2.91/5), Korean (2.35/5) and Japanese (2.27/5). However, the trust rates can be explained by the phrasing of statements as they sounded “I trust only…” and Russian consumers tend to use beauty items originated from different countries in their skin care routines which was also proven by question considering the brands they use with the average of 3-5 brands for the person mostly having various COOs. While on the subject, the most popular ones to use were L'Orйal, Clinique, “Chistaya Liniya”, “Natura Siberica”, Lancome, Avon, Estйe Lauder, Holika Holika, Dr. Jart+, Bioderma, Avene and Innisfree.

To talk more about questions on marketing perspective, the main places for Russian consumers to purchase the skin care products are cosmetic stores (51%), e-commerce (25.6%), pharmacies (8.4%), hypermarkets (4.4%) and supermarkets (3.3%). The participants rely on various sources of information during the evaluation process; the most popular ones are recommendations of friends and relatives, ingredients on the packaging, social media, recommendations of bloggers, recommendations of the shop assistant and Internet advertising.

The last question was the open one which was directed to indicate the attributes for selected Asian countries which will be helpful in further recommendations to the brands. The table 5 with main outputs is presented below.

Table 5. Word associations with Asian countries.

South Korea
K-POP	Modern	Not expensive	Skin care routine	For young people
Masks	Effective	Dr. Jart+	Eco-friendliness	Glow
Mistrust	Perfection	Aloe	Cute packaging	Patches
Japan
Luxe	Serum	Good reputation	Shiseido	Rose
Whitening	Sakura	Hieroglyphs	Eco-friendliness	High price
Reliability	Tokyo	High quality	Aesthetics	Not as good as Korean
China
Snails	Weird smell	Animal testing	Silk	Hieroglyphs
Cheap	Bamboo	Herbs	Harmful	Allergy
Beijing	Fake	Acne	Green Tea	Made in China/PCR

Made by the author.

All in all, the results show the peculiarities of Russian consumers of cosmetics market and skin care industry, their opinions and associations of the selected nations. The further processing is required to develop recommendations for Asian companies working in the market and entering it.

3.2 Processing of survey results for Asian countries

As the purpose of this study is to develop recommendations for Asian companies in consideration of the influence of the COE on Russian consumers the processing of the results will be conducted.

Starting from the beginning the most widely used brands out of Asian ones were Korean cosmetics labels. Japanese took the second position, and Chinese wasn't mentioned at all. Throughout the whole overview of survey results it could be seen that, for sure, Russian consumers pay attention both to the COB and the COM while considering it a signal of quality and they don't perceive China neither as the favourable COO for beauty nor as the country which makes goods of high quality. As a result, it was also found that they do not use Chinese cosmetics.

Moreover, most Russian consumers do not feel animosity towards any of the selected countries, but out of all them China had the highest score in terms of negative feelings towards it. And as it was found out later all the marks for product characteristics were on average level. Nothing was perceived by customers as something of superior value. This can be explained by the fact that Russian buyers are value and health conscious. Even for the low price of Chinese goods the consumers would prefer not to buy them as the received value would either be zero or even be harmful to the body and skin. And that is something that Chinese manufacturers need to pay attention to.

In contrast, South Korea is seen by Russian customers as the COO with the superior level of quality, appealing packaging, eco-friendly ingredients and the price which corresponds to all of the said before. That is why buyers use Korean cosmetics brands and they take the third place in popularity among all the brands while France is on the first and the US are the second. And although in assessment of the variety of item characteristics France had the highest marks, South Korea was not far behind. It still remained on the high level for all of them. In addition to that, it can be said that this tendency is connected to the wide spread of Korean music which is called K-POP and Hallyu wave (spread of Korean culture) around the world. This helped Korean companies to achieve better results in markets globally.

Finally, Japan took the middle spot between China and South Korea out of the selected Asian nations, however, it is much closer to the country of origin of K-POP. It even outflanked it in terms of quality, safety to use, eco-friendliness and brand. With other item characteristics it also remained on the high level. Nonetheless, its popularity needs to be worked on as not many people use Japanese brands. The most commonly used skin care firms were SK-II, Sensai and Shiseido while only 6.5% of respondents say they prefer buying it and 9.6% say that it is the best nation of origin for skin care products. This love level of usage can be explained by decreasing income among Russian consumers and high price of Japanese cosmetics, especially in comparison to its Korean competitors. This leads to the point that it's probably better for Japanese brands to sell less luxurious and expensive brands on the territory of Russian Federation and as it was said before to increase the awareness about their brands.

All in all, South Korea is in the best position to work in terms of perception of Russian consumers. While Japan takes the second spot and is mostly assessed positively, China needs to pay really work on its country image and Chinese brands have to work hard to cope with it in order to thrive.

3.3 Development of recommendations for Asian cosmetics brands

The first thing that needs to be said before the recommendations for companies will be described in this part is that all of them do not refer to the specific brands but refer to all the skin care brands which originate from selected countries of South Korea, Japan and China.

Starting with South Korea, there is only one recommendation to be given and that is to increase the awareness about brands. As this nation is perceived as the favourable COO for skin care items brands can easily benefit from it and that is what most of them do. However, in regard to Russian cosmetics market and its consumers a few people know about Korean skin care goods especially in comparison to French or American brands. And the best ways to do so sell the skin care items more in cosmetics stores, hypermarkets, and supermarkets as the main channels of distribution for Korean cosmetics are e-commerce and a little presence in cosmetic stores. Moreover, it would be beneficial to advertise more on social media and on the Internet.

As for Japan, the necessity to sell less luxurious and expensive skin care items has already been mentioned. The premium market is growing fast globally but it's better to focus on the mass market in terms of Russian customers with decreasing incomes and sensitivity towards the price. Another suggestion is again to increase the awareness about the brands as the COO is perceived as the favourable one. The channels would be the same as for Korean brands, however, the only difference is that if Korean firms are little presented in Russian cosmetic stores, out of Japanese cosmetics companies only Shiseido can be seen in some of them meaning that other firms have to focus on this “white spot”.

Lastly, in contrast to the previously discussed nations China is perceived negatively by Russian consumers which makes all the recommendations with the focus on copying with the bad country image. The first and the most important thing that needs to be done is to increase the level of quality as most of the consumers have allergies to the ingredients of Chinese skin care products and know about the harmful chemicals in them and even animal testing. In regard to eco-friendliness and health consciousness tendencies in Russian market it is crucial to meet these standards. As for the name of the brands, it's better to use previous experience with methods like non-descriptive names, abbreviations and acronyms or the French sounding names which will attract customers more than the Chinese ones. In addition to that, as “Made in China” label affects the perception of Russian buyers it's better to use the city names in those labels, for instance, “Made in Beijing”. Finally, it would be helpful to advance the country image with sponsorships of local brands and partnerships with them. These collaborations can be with Russian cosmetics firms, cosmetic stores, spa locations, etc. This kind of partnerships can also be beneficial for the rise in awareness of Asian brands in general. The summary of the recommendations for Asian cosmetics companies is presented in Table 6 below.

Table 6. Recommendations for Asian companies.

Country	Recommendations for companies
South Korea	To increase the awareness about brands (expand distribution channels, advertise more, form partnerships and sponsoring the local firms)
Japan	To focus on the mass market and increase the awareness
China	To focus on copying the unfavourable country image (increase the quality of items, use the brand names that will hide the country of origin, avoid using “Made in China” label and collaborations with Russian companies)

Made by the author.

All in all, in this part the survey results were presented and analysed for selected countries, based on which further recommendations were developed. For Chinese companies recommendations focused on copying with the bad country image and for Korean and Japanese - on increasing awareness and presence in the Russian market.

Conclusion

The COO as the product-related cue has the huge impact on consumers behaviour. It can be processed in cognitive, affective and normative ways. Moreover, such factors as price and quality, brand image and brand evaluation, cross-border mobility, personal values, animosity towards nations and others play the significant role in processing the COO variable. Marketers and managers have to be careful in developing the suitable marketing strategy in order to deal with the country image. It is crucial to empower the favourable one and to cope with the negative country image by improving the quality of products or using marketing tricks.

The cosmetics market was chosen to be studied as the one with the high level of influence of the COE on its purchasers. As for the product category, the skincare industry was selected due to the fact that it is the most rapidly growing segment. Its customers' needs and habits change fast, and the buyers become more health and environment conscious focusing on routines and innovative practices. These factors are beneficial for Asian beauty companies which have gained attention and increased their presence worldwide, however, they were still lacking in applying the appropriate marketing strategy in the Russian market. Therefore, South Korea, Japan and China along with the leader of the industry were selected to be studied.

The survey findings showed Russian customers are influenced by the COE and are high on value consciousness and low on ethnocentrism and animosity towards France, South Korea, Japan and China. As it was found South Korean and Japanese beauty products are assessed really high based on the variety of item characteristics, however, Chinese ones are ranked much lower. Therefore, further recommendations for brands originated from the selected Asian countries were developed as Korean and Japanese firms have the necessity to spread the awareness about their brands and Chinese companies need to work really hard in order to cope with the bad country image and stereotypes.

The literature review, cosmetics market analysis and the overview of Russian consumers preferences helped with structuring the current research, formulating the hypotheses, developing the questionnaire and further recommendations for Asian cosmetics brands.

Three out of five hypotheses were proven and showed that Russian buyers pay more attention to the brand image rather than the country image and prefer purchasing foreign beauty products rather than domestic ones. Out of the selected countries, France was considered the best COO for cosmetics goods as expected. Nevertheless, the assumption that Russian customers who pay attention to the COB tend to not pay attention to the COM was rejected as well as the hypothesis about purchasers' preferences of Asian cosmetics items rather than French or Russian ones.

The overall purpose of the study was achieved as the significance of the influence of the COE on Russian consumers of the cosmetics market was revealed and the recommendations for the brands coming from the selected countries were developed. This research is the first attempt to examine Russian buyers behaviour in context of the COE as well as their perception of China, South Korea and Japan that still have problems with building up the effective marketing strategy in the mentioned market. The results can help managers and marketers of companies coming from those nations in better creating of the brand image, managing the country image and positioning skin care products in the Russian market and developing the correct and most efficient marketing strategy.

This study has several delimitations. The first delimitation of the research is geographical one as most of the respondents of the survey are residents of Moscow or other major cities therefore the conclusions can be only applied to those specific customers and not to Russian consumers in general. The next one is the choice of the industry and the product category (skin care). As the cosmetics industry is a highly competitive and innovative market, the findings will be inapplicable for other industries as well as for other item categories because skin care goods remain one of the biggest segments in cosmetics market. Furthermore, all of the findings and outcomes of analysis do not refer to the specific brands, but they relate to all the companies coming from selected nations. The last delimitation is the period of time for which the conclusions and recommendations are true and applicable. The survey was conducted in a short time frame while the market is really dynamic and consumers are highly effected by the external factors. Moreover, with the outbreak of the coronavirus the sales of some companies as well as the incomes of customers decreased, and the distribution of products changed in favour of e-commerce. Those factors influenced the cosmetics industry, and time to recover is indefinite.

References

1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(4), 347-356.

2. Amine, L. S., Arnold, M., & Chao, C. H. (2005). Exploring the practical effects of country-of-origin, animosity, and price-quality issues: two case studies of Taiwan and Acer in China. Journal of International Marketing, 13(2), 114-150.

3. Anderson, T. W., & Cunningham, W. H. (1972). Gauging Foreign Product Promotion. Journal of Advertising Research, 29-34.

4. Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect of country of origin image, product knowledge, brand familiarity to purchase intention korean cosmetics with information seeking as a mediator variable: Indonesian women's perspective. Dermatology Reports, 11(S1).

5. Baran, R. (2018). Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers, Journal of Management and Business Administration. Central Europe, 26(3), 2-13.

6. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 2(3), 139-168.

7. Bilkey, W. J., & Nes, E. (1982). Country of origin effects on product evaluation. Journal of International Business Studies, 8(1), 89-99.

8. B.M.A.C., W. & Dissanayake, R. (2018). Conceptual Review on Country of Origin Effect in International Markets. International Journal of Business and Management Invention (IJBMI), 7, 12-19.

9. Chao, P. (1993). Partitioning country-of-origin effects; consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-307.

10. Chattalas, M., Kramer, T., & Takada, H. (2008). The impact of national stereotypes on the country-of -origin effect: A conceptual framework. International Marketing Review, 20(1), 54-74.

11. Cordell, V. (1992). Effects of Consumer Preferences for Foreign Sourced Products. Journal of International Business Studies, 23(2), 251-269.

12. De Wet, G. A., De Wet, M. J., & Pothas, M. A. (2001). Country-of-origin: Does it matter? Total Quality Management, 12(2), 191-200.

13. Doran, C. J. (2009). The role of personal values in fair trade consumption. Journal of Business Ethics, 84(4), 549-563.

14. Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country of origin effects. Journal of Consumer Research, 11(2), 694-699.

15. Ettenson, R., & Klien, G. J. (1998). The animosity model of foreign products purchase: an empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89-109.

16. Fischer, P. M., & Zeugner-Roth, K. P. (2016). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters.

17. Garma, R., Polonsky, M. J., & Wong, C. Y. (2008). The impact of consumer ethnocentrism and country-of- origin sub-components for high involvement products on young Chinese consumers' product assessments. Asia Pacific Journal of Marketing and Logistics, 20(4), 455-476.

18. Hien, N. N. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management science letters, 10(6), 1205-1212.

19. Hsich, M. H. (2004). An investigation of Country-of-Origin effect using correspondence analysis: a cross- national context. International Journal of Market Research, 46(3), 267-295.

20. Hulland, J., Todiсo, H., & Lecraw, D. (1996). Country-of-Origin Effects on Sellers' Price Premiums in Competitive Philippine Markets. Journal of International Marketing, 4(1), 57-79.

21. Kalicharan, H.D. (2014). The Effect And Influence Of Country-Of-Origin On Consumers Perception Of Product Quality And Purchasing Intentions.

22. Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.

23. Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89-100.

24. Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay. Journal of International Marketing, 20(1), 19-41.

25. Kotabe, M., & Helsen, K. (2017). Global Marketing Management (7th ed.). Hoboken, NJ, United States: Wiley.

26. Leclerc, F., Schmitt, B. H., & Dubй, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 263-270.

27. Lim, K., & O'Cass, A. (2001). Consumer brand classifications: An assessment of culture-of-origin versus country- of-origin. Journal of Product & Brand Management, 10(2), 120-136.

28. Magnusson, P., Westjohn, S. A., & Zdravkovic, S. (2011). What? I thought Samsung was Japanese: accurate or not, perceived country of origin matters. International Marketing Review, 28(5), 454-472.

29. Maheswaran, D. (1994). Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations. Journal of Consumer Research, 21(2), 354-365.

30. Malhotra, N. K. (1981). A scale to measure self-concepts, per- son concepts, and product concepts. Journal of Marketing Research, 23(4), 456-464.

31. Merk, J. (2011). Production beyond the horizon of consumption: Spatial fixes and anti-sweatshop struggles in the global athletic footwear industry. Global Society, 25(1), 73-95.

32. Moeller, M., Harvey, M., Griffith, D., & Richey, G. (2013). The impact of country-of-origin on the acceptance of foreign subsidiaries in host countries: An examination of the “liability-of-foreignness.” International Business Review, 22(1), 89-99.

33. Nijssen, E. J., & Douglas, S. P. (2008). Consumer world-mindedness, social-mindedness, and store image. Journal of International Marketing, 16(3), 84-107.

34. Oberecker, E. M., & Diamantopoulos, A. (2011). Consumers' emotional bonds with foreign countries: does consumer affinity affect behavioral intentions? Journal of International Marketing, 19(2), 45-72.

35. O'Shaughnessy, J., & O' Shaughnessy, J. N. (2002). Treating the nation as a brand: some neglected issues. Journal of Macromarketing, 20(1), 56-76.

36. Papadopoulos, N., & Heslop, L. (1993). Product-country images: Impact and role in international marketing. New York: International Business Press.

37. Pharr, J. M. (2005). Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands? Journal of Marketing Theory and Practice, 13(4), 34-45.

38. Pilelienл, Lina & Рontaitл-Petkeviиienл, Miglл. (2014). The Effect of Country-of-origin on Beauty Products Choice in Lithuania. Procedia - Social and Behavioral Sciences.

39. Puzakova, M., Kwak, H., & Rocereto, J. F. (2013). When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings. Journal of Marketing, 77(3), 81-100.

40. Quelch, J. (1999). Global brands: Taking stock. Business Strategy Review, 10(1), 1-14.

41. Rashid, M. S. (2017). Weakening the effect of unfavorable country of origin: A process- and parameter-associated theoretical framework. Journal of Global Marketing, 30(2), 87-98.

42. Rebufet, M., Loussaief, L., & Bacouлl-Jentjens, S. (2015). Does the Country of Origin Matter for Cosmetics? The “Made in France” Argument. Advertising Confluence, 45-60.

43. Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.

44. Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25, 579-604.

45. Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25(1), 1-65.

46. Seo, Yong-Mo, Li, Shuai, & Kim, Eung Kyeu. (2015). The Influence of National image, Brand Image and Country-of-Origin Image on Purchase attitude and Purchase Intention - Focus on the purchase of korean cosmetics which applied a high and/or convergence technology in chinese consumers. Journal of Digital Convergence, 13(6), 69-79.

47. Sharma, P. (2010). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285-306.

48. Shimp, T., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.

49. Suh, Y.G., Hur, J.Y. & Davies, G. (2016). Cultural appropriation and the country of origin effect. Journal of Business Research, 69, 2721-2730.

50. Sutter, M., Ferranty, L., Fernandes, C., & Oliveira Junior, M. (2015). Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura. Revista Brasileira de Marketing, 14, 393-406.

51. Tseng, T.-H., & Balabanis, G. (2011). Explaining the product-specificity of country-of-origin effects. International Marketing Review, 28(6), 581-600.

52. Wood, V. R., Darling, J. R., & Siders, M. (1999). Consumer Desire to Buy and Use Products in International Markets: How to Capture It, How to Sustain It. International Marketing Review, 16(3), 231-256.

53. Yunus, N. S. N. M., & Rashid, W. E. W. (2016). The influence of country-of-origin on consumer purchase intention: The mobile phones brand from China. Procedia Economics and Finance. 37, 343-349.

54. Zbib, I., Ghaddar, R., Samarji, A., & Wahbi, M. (2020). Examining Country of Origin Effect among Lebanese Consumers: A Study in the Cosmetics Industry. Journal of International Consumer Marketing, 1-15.

55. 10 Best Reasons Why Korean Skincare Products Are Better Than Others. (n.d.). Retrieved May 3, 2020, from https://www.factcraze.com/10-best-reasons-why-korean-skincare-products-are-better-than-others/

56. Anti-Pollution Skin Care Is The Latest Beauty Trend You Should Know About. (n.d.). Retrieved May 5, 2020, from https://www.huffingtonpost.ca/entry/skin-care-anti-pollution_l_5ca76a19e4b047edf9596ea0

57. Chau, K.-H., & Kudevic?iu?te?, N. (2017). Beauty Made in China: Country of Origin Effect on Consumers' Attitudes towards Chinese Cosmetics (Dissertation). Retrieved May 1, 2020, from http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36447

58. Cosmetic industry growth. (n.d.). Retrieved May 4, 2020, from https://www.statista.com/statistics/297070/growth-rate-of-the-global-cosmetics-market/

59. Cosmetics Business reveals the 5 biggest skin care trends in new report. (n.d.). Retrieved May 5, 2020, from https://www.cosmeticsbusiness.com/news/article_page/Cosmetics_Business_reveals_the_5_biggest_skin_care_trends_in_new_report/163385

60. Cosmetics market. (n.d.). Retrieved May 4, 2020, from https://www.loreal-finance.com/en/annual-report-2018/cosmetics-market-2-1/

61. Cosmetics Market. (n.d.). Retrieved May 4, 2020, from https://www.loreal-finance.com/en/annual-report-2019/cosmetics-market-2-1-0/

62. Cosmetics market value worldwide, 2018-2025. (n.d.). Retrieved May 4, 2020, from https://www.statista.com/statistics/585522/global-value-cosmetics-market/

63. FashionNetwork.com WW. (n.d.). L'Orйal expects 5% decline in first-quarter sales due to impact of Covid-19. Retrieved May 28, 2020, from https://ww.fashionnetwork.com/news/L-oreal-expects-5-decline-in-first-quarter-sales-due-to-impact-of-covid-19,1203381.html

64. How Some of the Best Skincare Brands Are Dominating Social Video. (2019, October 25). Retrieved May 5, 2020, from https://tubularinsights.com/best-skincare-brands-social-video/

65. Latimer, A. (2018, October 31). The Russian Beauty Market by the Numbers. Retrieved May 5, 2020, from https://www.gcimagazine.com/marketstrends/regions/easterneurope/The-Russian-Beauty-Market-by-the-Numbers-499095741.html

66. Latimer, A. (2020, April 16). L'Orйal E-commerce Grows 53 Amid Q1 Sales Decline. Retrieved May 28, 2020, from https://www.gcimagazine.com/business/marketers/financials/LOreal-E-commerce-Grows-53-Amid-Q1-Sales-Decline-569700991.html

67. Majority of Beauty Consumers Struggle Making Purchases, Would Value Assistance From Virtual Beauty Advisors, New Market Research Study Finds. (2019, September 10). Retrieved May 5, 2020, from https://www.automat.ai/resources/majority-of-beauty-consumers-struggle-making-purchases-would-value-assistance-from-virtual-beauty-advisors-new-market-research-study-finds/

68. Market of cosmetic products in Russia and the Russian Far East. (n.d.). Retrieved May 8, 2020, from https://ditp.go.th/contents_attach/163908/163908.pdf

69. Marriott Hotels Partners with THANN for New Amenities Launch. (2013, September 26). Retrieved May 3, 2020, from https://www.hotelbusiness.com/marriott-hotels-partners-with-thann-for-new-amenities-launch/

70. Micallef, N. (2018, March 15). Reimagining Growth in the Global Beauty Industry. Retrieved May 4, 2020, from https://blog.euromonitor.com/reimagining-growth-in-the-global-beauty-industry/

71. NHS website. (2019, August 28). Acne. Retrieved May 5, 2020, from https://www.nhs.uk/conditions/acne/

72. Raphael, R. (2017, October 15). What's Driving The Billion-Dollar Natural Beauty Movement? Retrieved May 5, 2020, from https://www.fastcompany.com/3068710/whats-driving-the-billion-dollar-natural-beauty-movement

73. Ravensbergen, R. (2019, December 19). Why Is The Skincare Market Growing At Such Breakneck Speed? Retrieved May 5, 2020, from https://www.automat.ai/resources/skincare-market-growth/

74. Russian shoppers favor Korean beauty brands. (n.d.). Retrieved May 8, 2020, from https://koreajoongangdaily.joins.com/news/article/article.aspx?aid=3036605

75. Skin Care in Russia | Market Research Report | Euromonitor. (n.d.). Retrieved May 5, 2020, from https://www.euromonitor.com/skin-care-in-russia/report

76. Skincare Market Size, Analysis | Skin Care Industry Trends, 2026. (n.d.). Retrieved May 5, 2020, from https://www.fortunebusinessinsights.com/skin-care-market-102544

77. Skincare Social Media Benchmarks. (2019, October 29). Retrieved May 5, 2020, from https://www.rivaliq.com/live-benchmarks/skincare/

78. Top 5 Markets to Prioritise in Skin Care in 2019 | Market Research Report | Euromonitor. (n.d.). Retrieved May 5, 2020, from https://www.euromonitor.com/top-5-markets-to-prioritise-in-skin-care-in-2019/report

79. What beauty players can teach the consumer sector about digital disruption. (n.d.). Retrieved May 5, 2020, from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption

Appendix A

Approaches for studying the influence of the Country-of-Origin Effect on consumers

Source	Value to the current study
Kotabe, M., & Helsen, K. (2017). Global Marketing Management (7th ed.). Hoboken, NJ, United States: Wiley.	Key characteristics of the COE phenomenon (unstable over time, customer demographics, product category, etc.)
Rashid, M. S. (2017). Weakening the effect of unfavorable country of origin: A process- and parameter-associated theoretical framework. Journal of Global Marketing, 30(2), 87-98.	Three routes for consumers to follow and their moderators: 1. Cognitive processing (Moderators Price and Quality) 2. Affective processing (Moderators Cross border mobility, Ethnocentrism, Brand Symbolism) 3. Normative processing (Moderator Personal Value)
Fischer, P. M., & Zeugner-Roth, K. P. (2016). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters.	Product ethnicity and its effect on customer's evaluation process and the desire to purchase
B.M.A.C., W. & Dissanayake, R. (2018). Conceptual Review on Country of Origin Effect in International Markets. 7. 12-19.	Animosity and its aspects in context of the COE
Suh, Y.G., Hur, J.Y. & Davies, G. (2016). Cultural appropriation and the country of origin effect. Journal of Business Research, 69, 2721-2730.	The buyers perception of items made in less developed and more developed countries
Hien, N. N. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management science letters, 10(6), 1205-1212.	The moderating role of Brand Image and Brand Evaluation in relationship between the COO and the consumer behaviour
Sutter, M., Ferranty, L., Fernandes, C., & Oliveira Junior, M. (2015). Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura. Revista Brasileira de Marketing, 14, 393-406.	The importance of attributes of country image and different dimensions for developing the appropriate marketing strategy and promotion campaigns
Sharma, P. (2010). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285-306.	The deeper look into the nature of Consumer Ethnocentrism, Value Consciousness, Materialism and Animosity and their roles in context of the COE

Appendix B

Survey questionnaire

Здравствуйте! Спасибо, что согласились принять участие в исследовании поведения россиян при покупке иностранных косметических средств, которое проводится мной, студенткой 4 курса НИУ «Высшая Школа Экономики» факультета бизнеса и менеджмента. Заполнение опроса займет 10-15 минут. Все результаты будут использоваться только в обобщенном виде, никакие персональные данные обрабатываться не будут. Вся полученная информация будет использована исключительно в научных целях. Прошу принять участие тех, кто регулярно пользуется иностранными и/или российскими косметическими средствами. Спасибо за Вашу помощь в исследовании!

Вопрос 1. Покупаете ли Вы косметику по уходу за кожей?

· Да

· Нет

Вопрос 2. Какими брендами косметики по уходу вы пользуетесь? (Несколько вариантов ответа)

L'Oreal, Lancome, Clinique, Estйe Lauder, Oriflame, Avon, Bioderma, Dr.Jart+, Holika Holika, Tony Moly, Innisfree, Чистая линия, Natura Siberica, Uriage, Avene, Другое.

Вопрос 3. Где Вы чаще всего приобретаете косметику?

· Гипермаркеты

· Супермаркеты

· Косметические магазины

· Рынки

· Прямые продажи (по каталогу Avon, Oriflame)

· Аптеки

· Интернет-магазины

· Другое

Вопрос 4. На какие источники информации Вы опираетесь при принятии решения о покупке косметики? (Несколько вариантов ответа)

· Рекомендации продавца-консультанта

· Социальные сети

· Рекомендации блогеров

· Рекомендации знакомых или родственников

· Реклама в интернете

· Реклама в торговых центрах и точках продаж

· Реклама на телевидении

· Состав на упаковке

· Другое

Вопрос 5. Имеет ли для Вас значение при выборе косметики страна, в которой основан бренд?

· Да

· Нет

Вопрос 6. Почему страна бренда играет важную роль для Вас при оценке косметической продукции?

· Страна происхождения сигнализирует о качестве продукта

· Страна происхождения сигнализирует об экологичности ингредиентов

· Страна происхождения сигнализирует о цене продукта

· Страна происхождения сигнализирует об условиях труда рабочих, производящих данную продукцию

· Страна происхождения сигнализирует о безопасности использования продукта

Вопрос 7. Обращаете ли Вы внимание на страну производства продукции?

· Да

· Нет

Вопрос 8. Почему страна производства играет важную роль для Вас при оценке косметической продукции?

· Страна производства сигнализирует о качестве продукта

· Страна производства сигнализирует об экологичности ингредиентов

· Страна производства сигнализирует о цене продукта

· Страна производства сигнализирует об условиях труда рабочих, производящих данную продукцию

· Страна производства сигнализирует о безопасности использования продукта