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Nowadays, all over the world, whether in Asia or Latin America, consumers are faced with making choices between products from all countries. In order to understand consumer purchasing decisions, numerous studies have been conducted and have shown the influencing effect of country-of-origin. The chosen subject of this thesis was the impact of "Made in Belgium" on the Vietnamese consumer purchasing behaviour on beers. The main objectives were therefore to establish which variables and factors favour the willingness to buy a Belgian product with a “Made in Belgium” label and to understand the Vietnamese perception of Belgian beers.
Our study was done in two parts. The first being the theoretical part, requiring the reading of many scientific articles and studies in order to understand the factors that influence the purchasing behaviours of consumers and especially the Vietnamese. The country-of-origin was studied in depth in order to ascertain the impact it had on purchasing intentions. The second part, the empirical part, was carried out in two stages. The first part was conducted by interviewing Vietnamese consumers and professionals in the beer sector in Vietnam. The second step was achieved by an online survey reaching a larger number of people, targeted as Vietnamese currently living in Vietnam and who consume beer.
From these two parts, some interesting and significant results have been shown. The main result of this study is that "Made in Belgium" does have an impact on the consumption and perception of Belgian beers by Vietnamese consumers. Indeed, the Vietnamese consider Belgian beers as being of high quality and are fond of foreign beers in general. Moreover, Belgian beer has earned a positive and solid reputation in Vietnam with many consumers considering Belgium to be the best producer in the World.
To conclude, the findings of this thesis may prove to be both thought-provoking and valuable for any Belgian company eager to integrate the Vietnamese market and, more particularly, beer companies. They can now benefit from some constructive insights regarding the perception of Belgium in Vietnam as well as the impact of Made in Belgium on the purchasing behaviour of the Vietnamese.

country-of-origin --- Made in Belgium --- consumer behaviour --- buying decision --- beer consumption --- perception --- Vietnamese consumer --- consumer ethnocentrism --- social prestige --- brand familiarity --- Sciences économiques & de gestion > Marketing

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A l’heure actuelle, les portes du commerce international étant ouvertes à tout type d’entreprise, la concurrence s’intensifie sur les différents marchés. Un accès plus aisé aux consommateurs leur permet de comparer les prix, les avantages et les différences entre une entreprise et ses concurrents.

La société Joskin, fabricant de matériel agricole, est un des acteurs pionniers dans son secteur d’activité représenté quotidiennement dans plus de soixante pays. Ne cherchant pas à être leader sur chacun des marchés, elle a toutefois l’objectif d’atteindre une croissance annuelle de son chiffre d’affaires de 10%. Cependant, étant présente dans un vaste nombre de pays, elle considère avoir tendance à négliger le potentiel de certains marchés aux détriments d’autres. L’Espagne en est un bon exemple.

Ce travail a pour objectif de proposer une nouvelle stratégie commerciale et/ou marketing à la société Joskin pour lui permettre d’accroitre son chiffre d’affaires en Espagne où elle n’arrive pas à tirer profit de son potentiel. Par la même occasion, cette analyse de la situation du machinisme agricole ainsi que de l’agriculture permet de savoir si un avenir agricole favorable est présent en Espagne.

Ce rapport est scindé en trois parties. Dans un premier temps, il est nécessaire d’analyser la société Joskin ainsi que de ses résultats sur le marché espagnol afin d’obtenir une vue d’ensemble sur sa situation. Pour comprendre le marché, l’analyse concurrentielle et du macro-environnement sont étudiés. 
Deuxièmement, une discussion des résultats est proposée dans le but de présenter ce futur projet dans le pays ciblé. 
Dernièrement, des recommandations, des suggestions et des réserves par rapport aux recommandations sont émises. With international trade open to all types of businesses, competition is intensifying in various markets. Easier access to information allows consumers to compare prices, benefits and differences between a company and its competitors.

Joskin, a manufacturer of agricultural equipment represented daily in more than sixty countries, is one of the pioneering players in its industry. Although it does not aim to be leader on every market, it does aim to achieve annual sales growth of 10%. However, being present in many countries, it considers that it tends to neglect the potential of certain markets to the detriment of others. Spain is a good example for it.

The objective of this work is to propose a new commercial and/or marketing strategy to the Joskin company so that it can increase its sales in Spain, where it is not able to take advantage of its potential. At the same time, this analysis of the situation of the agricultural machinery and agriculture sectors allows us to determine whether there is a favorable agricultural future in Spain or not.

This paper is divided into three main parts. Firstly, it is necessary to analyze the company Joskin as well as its results in the Spanish market in order to obtain an overview of its situation. To understand the market, the competitive analysis and the macro-environment are studied. 
Secondly, a discussion of the results is proposed in order to present this future project in the target country. 
Lastly, recommendations, suggestions and reservations about the recommendations are made.

Sciences économiques & de gestion > Economie internationale