Reshetnikova Iryna,

Reshetnikova Ganna

doctor of the economic sciences, professor,

Kyiv National Economic University

named after Vadym Hetman - self-governing

(autonomous) research university,

Marketing department,

reshet2002@gmail.com

A study of perception of the image of France by Ukrainian customers

Introduction

In the context ofthe international exchangecompanies always face with a choice: to use globalization strategy for the products or to develop differentiation strategy and to adopt the products to the local markets. When there is no doubt about global supply, the situation with the local markets is different. French scientist Jean-ClaudeUsuniersaid that undertheconditionsofglobalsupplyanddemandexistencewith no significant reasons for globalization enterprises are market players that make the changes  in the pattern of demand. [[1, с.164].

According to Jean-NoelKapferer, the social and cultural changes create favorable environment for the global marks. In such conditions a certain part of market does not identify itself with the inherited local traditions, but finds new behavioral models and confirms its individuality.Turning away from cultural values this segment of consumers is open for all new and foreigner [2, p.261].Furthermore, there are products that belong to the epochand are not started in the local cultures, forexample, digital technique, gadgets that unify the modern world. Suchgoodsareproductsofscienceandtimeandgobeyondthescopes of local cultural needs.

On the contrary, most foodstuffs are perceived by consumers in terms of national features. Generally, foods can be considered as the symbols of cultural and national identity. According to  Jean-PierrePoulaincooking, eating and drinking style can be regarded as the carrier of the culture of particular part of the history and the cultural identity [3p. 26]. And even ambitions of an exotic mark about entering to the market that intends to interest the consumer by its originality or strong national identity, they need to be confirmed by previous researches of consumer preferences. 

Body of text

In David A. Aaker. opinion, classic mistake is though that a global marketing policy means “all or nothing”. Globalization can affect only the distinct mark’s elements (name, sing, slogan, some image characteristics) or the marketing plans[4, p. 289].  

However, Jean-NoelKapfereremphasizesthatexportedproductshaverarelythesamepricepositioningintheircountryandabroad. Itcausesnecessityofadvertisingmessagesdifferentiation[2, p. 262].    

In MarcelBottonopinion[5, p.129], mark plays a primary role in consumer behavior, because it is a basic information carrier about commodity that consumer gets and his/her believes and values are formed on this base. In developing mark policyJacquesLendrevie, DenisLindonadvises not to forget about the following: development of transport and communication, migration of population contribute decreasing of cultural differences, but do not eliminate them at all[6, p.162]. Thus, the problem of global strategies adaptation and they differentiation at the local markets remains actual for a long time. 

There is possibility to choose different ways in process of the global strategy adaptation by changing a marketing mix, starting from the concept of goods (for example, for the product that is much influenced by national consumer preferences), or offering new methods of distribution according to the national market conditions. Or minor modifications can be brought in the marketing mix, as an example, by adaptation of advertising message to linguistic features of the consumer and the consumer behavior without changing commodity supply and other elements of the marketing mix.

For making changes in the image of mark it is necessary to know how the meaning of its name, signand colorswill be perceived in the country, where it is going to be sold, and to determine or to adjust the target segments and the price bracket.

The purpose of the study is to determine theperception of the imageof France by Ukrainian consumers, to rate opportunities and effect of the expansion of this image to commodities in case of creating a mark with strong French identity.

Research Methodology. A famousFrenchscientistJean-ClaudeUsunierindicatestwopossiblevariantsoftherealization cultural approach during the researches in the international marketing[1, c.14]:

- criss-cross – cultural that provides the comparisons national marketing systems, commercial practices in the different countries and is aimed to separate general and specific characteristics existing in the local cultures;   

- intercultural, that is focused on the research of the interaction between business people (enterprises), which have particular cultural heritage and the interaction between commodities (physical and symbolic attributes among which there is the national image) of one country (or culture) with consumers from other countries (cultures).

The Methodology of this research was based on the intercultural approach. Furthermore, weinvolvedconcept‘culturalcategories’thathadbeenofferedbyMcCrackenand found its further development in the works of Kalman Applbaum, Ingrid Jordt [7, с. 204].These scientists researched how different substantialaggregates can be related with the commodities according to variation of the cultural environment. Accordingly their theory, ‘cultural categories’ are the conceptual base of the cultural organization of the world and material objects of the culture (in our case, consumers of commodities) are one of the means through which ‘cultural categories’ materialize.

The next important category that is used in the research is ‘national identity of a mark’, because the nationality is major source of image of the international mark. In StéphanedeTurckheimetJean-MarcPiatonopinion, ‘making stress on the national origin’ of the mark can be the critical tool for attracting and maintainingoftheconsumersinthecaseifitpromotesthecreationofthepositiveimage, thatenterprisetriestobringtoutheconsumersandcompatiblewithit[8, p. 47]. 

The conception of the national identity is considered by Jean-NoelKapfereras basis for elaboration of the image of the mark. In his opinion, if it has the identity, it exists as a whole, it has its appointment that is different from theotherand unchanging. The mark has to be dedicated its identity in order to stay and to becomestronger[2, p.44].People who have the same opinion are considered to have identical though. The identity in the mark promotion appears through the numerous signs, messages that go from one issuer. The more the mark expands and diversifies the more possibility of the emergence of asense ofbuyer that he or she has deal with different, not related marks. The identity of the mark demands unity ofperception of producer and distributor of the mark. There is often the problem of the ‘cultural identity’ in the research of social groups. 

Asthe resultsof the international researches demonstrate that among the factors influencing on the consumers perception of the image of the international mark, there are the country of origin of the mark – 23%, own experience – 17% and directly the product features (quality, appearance, price) – 16% .

Among the questions that are needed to be answered for the introduction of the global mark there is following: Is it possible legally andculturallyappropriate to use the name of the mark with its image and the system of the visual identity at the same way at all countries? The marketing researches of the potential consumers’ perception can answer this question. In our case, the perception of the image of France and the global marks with Frenchidentity by Ukrainian consumers and the compatibility of ‘cultural bases’ of the commodities and the marks with strong French identity with the cultural values and Ukrainian traditions.

According to PhilippeVillemus, the image of the commodity includes all psychological, emotional and qualitativenotions of it. The image makes halo effect that influences the consumers’thoughts. When it comes tothe image,we move fromthe functionalismto the symbolism [9, p.24].We assume that the national culture is a part of this symbolism and makes a considerable input into in the construction of the image of the global mark.

StéphanedeTurckheimnotesthatwiththegeographicalexpansionofeconomicactivityofenterprise, thereis a questionaboutthecommonfeatureofthecompanyandthenation, i.e. quastionabouttheenterprisenationality.For finding out how the nation of origin reflects at the image of the mark, author divides it at two major and two additional components.

Themaincomponents:

-                     the mark’s nation of origin (intangiblecomponent). There are mark’s routs, place of its birth, history, nationality of its developer;

-                     the central office (tangible component), where the mark is situated. It could be considered as a heart or as a cradle of enterprise.

The additional components:

-                     internal culture and management. Organization, hierarchy, behavior;

-                     nationality of the stuff affects relationships, culture and values at the all management levels[8, p. 18-28].

YvesPlasseraud, MartineDehaut, ClaudePlasseraud, point out the importance ofthe countryof originfor the consumer and the influence of this information on the image of the mark[10, p. 19]. The author considers that the mention of originis oneof the functions performed by the mark (along with functions of differentiation, guaranteethe quality of goods, advertising and others) and even inthe context of globalization, its role isvery importantfor consumers.

At the our research of perception of French marks by Ukrainian consumers we offer to consider France as a parent mark with strong national identity and on the basisof the results to  specify the territoryof mark and to lines(boundaries) of its expansion.

According to Jean-LouisChandonetSophieChangeur, the expansion of mark is usually understoodas the use of associationsof consumer’s perception of already existing mark for entry intoa newproduct categoryin order to providethe latestfeatures ofthe imageof the parentmark [11, p. 56-60].

Stijn M.J. van Osselaer and Chris Janiszewski have proved [12, p. 215] with their researches of brand-associations that adding mark of known ingredient to the famous commodity, without any changes in the quality,enhance the associationwith improving the product quality.Similarly, we assume that commodity with the strong national identity (in our case French identity) or that which has features of connection with this country, is getting characteristics for the consumers that are associated with it. Analysis of associations related to image of France will help us further estimate legitimacyand complianceextension.

110 respondents (70 women and 40 men) at the age from 18 to 60 years have taken part in the survey "face to face". At the first question we tried to find out what associations Ukrainian consumers have with France in order to determine thearea "brand of France" (What associations do you have with France and French culture?). Furthermore, we hopedto identifypsychologicalimages that are the base of associative process.

The responses give the ability to summarize that France can be characterized a big quantity of material objects (cultural monuments, personalities, consumer goods). Finally, it is possible toascertain the presencein the mark"France"the firstcomponentofbrandidentity – materialoneaccordingtoJean-NoelKapferer. There is ratingof associativeimages caused by France. It is based on the results ofsurvey conductedin late2013 (Table 1). There are the results of the five years earlier survey in the brackets in every column.

Table 1 – Psychological images that Ukrainian consumers associate with France

Accordingto the resultsobtained, Franceisperceivedas ‘sensual’ byUkrainianconsumers (accordingtothetypologyStéphanedeTurckheimetJean-MarcPiaton). The associative images such as fashion, wine, romance, music, love, beauty etc. are the evidence. 

We shouldhighlight some of thestereotypes that were detected during the survey. P. Molinerthinks that stereotypes consist of elementary cognitiveacts that manage human perception and behavior. The first stereotype is about young French girl. She is ‘rock,elegant,sophisticated, and beautiful’. Frenchman hascurly hair, although wears a beret and scarf. According to Ukrainian she has hairstyle"square" and glasses, wears a brown pleated skirtand a beret.Thus, it is better to representthe French in such way at the advertising massages to Ukrainian consumers.

Furthermore, if we unite associations into the categories it will beobvious that cultural monuments (EiffelTower, the Louvre, Champs Elysees,Notre Dame, Versailles, architecture, castles) take the first place. Accordingto "Prismbrandimage" ofJean-NoelKapferer, one of the prism planes is ‘cultural environment’. Thus, numerousassociationsofUkrainian related with French culture can be considered the second evidenceput forwardourhypothesisregardingFrance as parent mark. The prism plane ‘personality’ associations related with specific condition (feeling and sensation) clearlyindicate that France has brightly expressedpersonal characteristics in the opinion ofUkrainian consumers.

Based onthe results we define theterritorymark ‘France’. The central core of mark values, in our opinion, is associations most oftenmentionedbyrespondentsanditsperipheralcircleisonesmostrarelymentioned.Thus, weobtainthe next system ofvalues:

1.                  Romance – the central core

2.                  Love

3.                  Beauty

4.                  Charm

5.                  Elegance

6.                  Freedom

7.                  Originality

It is obviously that having such characteristics mark will have effective expansion of its territory in the product groupof high-priced (luxury products). Beside the traditional for this branch industrial productfor this branch there can be food productsthatareconsumedduringspecialevents,emphasizehighsocialstatusandhavecertainfeaturesofsnobbery.

The second question in the questionnairewas related with subheadings and marks with which Ukrainian consumers associate France. Answers such as cars, tipples and perfumes prevailed among men. There were, first of all, perfumes and after that liquors, clothing, cheese and cosmetics among women.ThemostfamousmarksforUkrainianarePeugeot, Chanel, Renault, Dior, Bourgois, Citroën, L’Oréal, Michelin, Cartier, Evian (spontaneousmention, withoutprompting). Immediatelynoticeableisthat French foods do not refer to known for Ukrainian marks. For Ukrainian consumers typical French goods are perfumes, tipples, clothing and cars. Thus, the expansion of mark ‘France’ toward food demands additional research and marketing efforts. 

In the third and fourth points of the questionnaire respondents were offered to note industrial products and food exclusively domestic production that they buy and what products with French ‘roots’ they are ready to buy. The results are given in Table 2. By such question formulationwe tried tofind the difference (of similarity) between products that are associated with France and products that consumers are ready to buy in ordertospecifypossibledirectionsofthesuccessfulexpansionofthemark ‘France’.

Table 2.Preference forproducts ofUkrainianand Frenchmanufacturers

The answers of respondents indicatereadinessof the Ukrainians to buy food under the French mark (for special, solemn). This is despite thefact thatonly bakery, wine and cheese dominated in the replies about associations with France (Table 1). Bakery is among products that are not actively bought but interest for Ukrainians. This subheading (chocolate, candies) is seen perspective for expansion the mark ‘France’ because it has all characteristics the parent mark (sensual, romantic, expensive, sophisticated, etc.).

The next task of the research was to determine the main values of French imagethat apply toproductsunderthe French mark. For this reason, the respondents were asked question: What positive and negative characteristics have French products and marks? The most frequent positive answers were good quality, original, stylish, trendy, stylish, expensive, elegant, sophisticated,delicious, tasty, romantic, colorful, fragrant, exclusive, prestigiousand pleasant, interesting. Among negative answers the most common were expensive(unavailable), specific,narcissistic,irresponsible, frivolous,unreliable and not fitted.

So, we see that almost all formed system of values of the mark ‘France’ is applied to commodities with French identity by consumers. To begin with the core (romance) to the peripheralcircle(elegance, originality).

In the analysiswe have seen that high (not available) price of French commodities is not the only reason why Ukrainian consumers prefer domesticfood products (daily intake). The negative characteristics mentioned are specific,narcissistic,irresponsible, frivolous,unreliable,not fitted, etc. Unlikely, it is favorablefor expansion of the mark ‘France’ on the product category.

Among noticed positive French product characteristics ‘originality: unique, unusual and strange’(29 replies) attracts attention. Further, adjectives‘elegant’ (24 answers), ‘sophisticated’ (19 replies) do not veryconsistentin theconsumer's mindwith the term ‘natural’. Foods have to be natural. We can say thatinthe consumer's mindare built thefollowingformulas:

Original, elegant, sophisticated=expansive+deceptive+artificial

Natural, useful = cheap + fair(form/content /price)

The majority of Ukrainian consumers disagree to pay higher price for goods because of special technology of production. This can explain the loyalty to domestic food.   

Conclusion

To sum up resultsof the research, conclusions and recommendations should be formed. France and its goods are widely known through Ukrainian consumers. The French image causes the associations in the minds of Ukrainian consumers make enabling environment for entering of the marks with the strong French identity. The most successful for Ukrainian market are luxury French products such as perfumes, cosmetics, tipples, clothing and automobiles. In spite of preferences of Ukrainian consumers about purchasing domestic food, they are ready to buy cheese, bakery, confectionery, chocolate and sea products (all that are associated with holiday or special event). Thus, attention should befocused on theoutputof goods under theFrench mark in thehigh pricesegment using selectiveand exclusivedistribution. Images and symbols that carry the values of the territory of the mark France should be used in advertising company.

In derivingfoodat the masssegment (middle price) it is necessary to adopt name, log and to base them onnational traditionsand recipes, emphasizing the naturalnessof originingredients.

Literature

1. Jean-ClaudeUsunier. Commerceentrecultures. Uneapprocheculturelledumarketinginternational. Tome 1. Collection GESTION. PressesUniversitairesdeFrance, 1992.

2. Jean-NoelKapferer, Lesmarques, capitaldel'entreprise. LesEditionsd'Organisation, Paris, 1991

3. Jean-Pierre Poulain. Sociologie de l’alimentation. Les mangeurs et l’espace social alimentaire. Sciences sociales et sociétés. Presses Universitaires de France, 2002

4. David A. Aaker. Le management du capital-marque. DALLOZ Gestion. Marketing, 1994

5. Marcel Botton, Jean-Jack Cegarra. Le nom de marque. Création et stratégies de marques. 1990, Ediscience international, Paris

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8. Stéphane de Turckheim et Jean-Marc Piaton. Home Sweet Marque. La marque, emblème d’une nation ? Editions d’organisation 2003

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A study of perception of the image of France by Ukrainian customers

The results of a research conducted to study the perception of the image of France through the product categories and brands, are introduced. The methodology of conducting research and the obtained results are given.  110 respondents at the age from 18 to 60 years have taken part in the survey. The study was conducted twice, with a five-year interval, which permitted to define the change of Ukrainian customer’s attitude, occurred during this time. The basic values, forming the image of France, are identified. The product categories of the food products market favorable to the expansion of the territory of a brand associated with France, are suggested.

Key words: Key words: image of France, customer’s perception, national identity of a mark, theterritoryofmark andboundariesofitsexpansion, imageoftheparentmark, analysisofassociations.