Purpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers.
Methodology: The study covers several types of cosmetics: creams, shampoos, soaps, and lotions. The text analyzes twelve characteristics of brands and twelve countries of origin. The quantitative study bases on the Web Panel Interview method. The survey is representative of Polish adult internet users.
Findings: The study shows significant differences in the perception of the characteristics of cosmetics brands depending on the country of origin. Companies may use the positive features associated with the country of origin of the brand in the process of creating value for customers.
Research limitations: The results are valid for all brands of cosmetics from the selected country but not for individual brands. The research analyzed twelve characteristics of brands and twelve countries of origin. Thus, future research should address other characteristics and countries of origin. The opinions of Polish consumers may differ from those of other countries.
Originality: The originality of this study consists in the analysis of many differences in the perception of the brands depending on the country of origin. This article shows that the selected country of origin may be associated with many different characteristics.