¿La imagen y familiaridad tienen un efecto significativo en la intención de compra?

  • Gina-María Pipoli de Azambuja Profesora Principal, Departamento Académico de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad del Pacífico, Lima, Perú
  • Iñaki García-Arrizabalaga Profesor Titular, Departamento de Marketing, Deusto Business School, Universidad de Deusto,, San Sebastián, España.
  • Gustavo Rodríguez-Peña Asistente de investigación, Centro de Investigación de la Universidad del Pacífico, Universidad del Pacífico, Lima, Perú.
Palabras clave: intención de compra, imagen país, familiaridad, algodón, Perú

Resumen

El objetivo de este artículo es analizar la asociación entre (i) la imagen país Perú, (ii) la imagen producto del algodón, (iii) la familiaridad con el Perú y (iv) la familiaridad con el producto algodón, con la intención de compra del algodón peruano. La técnica de encuesta se utilizó para recopilar información primaria, aplicando un cuestionario de preguntas cerradas a dos muestras que corresponden a los consumidores de dos países con diferentes niveles de familiaridad con Perú: Francia y Estados Unidos. Se encontró que existe una asociación positiva entre las variables estudiadas, en al menos una muestra. En efecto, los exportadores peruanos de algodón podrían innovar sus estrategias de marketing utilizando la imagen país Perú para mejorar el posicionamiento del algodón peruano en el extranjero.

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Publicado
2019-09-05
Cómo citar
Pipoli de Azambuja, G.-M., García-Arrizabalaga, I., & Rodríguez-Peña, G. (2019). ¿La imagen y familiaridad tienen un efecto significativo en la intención de compra?. Estudios Gerenciales, 35(152), 249-258. https://doi.org/10.18046/j.estger.2019.152.3281
Sección
Artículo de investigación