Consumer behaviour towards Russian brands of foreign FMCG companies

Goal: this study aims to explore the existent theoretical concepts that may explain behavioural response of consumers in relation various cross-categorical fast-moving consumer goods brands constitute brand portfolios international FMCG corporations. Namely, these include halo error, foreign-local bias, country-of-origin effects. The research grasps if changes attitude exist when it comes misidentification by country origin (the outcome from bias), which is resulted occurrence effect. Methodology: suggests quantitative methodology customer viewpoints. data was collected through online structured interviews with ordinary visitors grocery shopping malls, analysed and interpreted under structural equation modelling statistical technique. Findings: standpoint, Russian experience effect pseudo-local brands. Besides, cognitive bias shown be positively related age consumers, meaning older are exposed directly influenced among domestic but not drive their subconscious orientation towards Originality contribution authors: helps identify system relationships could consumers’ subjective As all hypothesised paths being supported data, significant on attitudes identified.