Analyzing the purchase intention of Peruvian maca
Purpose: This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity. Design/methodology/approach: To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA. Findings: There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru. Research limitations/implications: The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level. Practical implications: This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca. Social implications: The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru. Originality/value: The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.
Year of publication: |
2019
|
---|---|
Authors: | Pipoli de Azambuja, Gina María Maria ; García-Arrizabalaga, Iñaki ; Rodríguez-Peña, Gustavo |
Published in: |
Journal of Enterprising Communities: People and Places in the Global Economy. - Emerald, ISSN 1750-6204, ZDB-ID 2279480-3. - Vol. 14.2019, 1 (19.12.), p. 91-112
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
The role of value co-creation in the happiness of the students
Pipoli de Azambuja, Gina María, (2021)
-
Implementing strategic changes to generative sustainable competitive advantage
Llop, Rubén, (2014)
-
Discovering new traits of the European buycotter
Schwalb-Helguero, Matilde, (2019)
- More ...