Consumer Taste Preferences for Soft Drinks: Country-of-Origin Impact

The present study attempts to measure the country of origin impact on consumers' taste perception and preferences to buy. In this research study, two different concepts were examined The first was the measurement of differences between labeled and unlabeled taste test for a foreign soft drink product by American university students. Second, the research investigated the relationship between ethnocentrism and rating of overall quality, taste perception, and the resultant intention to buy. With consumer ethnocentrism as the focal construct, this study uses product taste analysis as a proxy for ethnocentric tendencies in order to identify if overall product quality, taste perception, preferences, and intention to buy changes among American university students.