A imagem e a familiaridade têm um efeito significativo na intenção de compra?
DOI:
https://doi.org/10.18046/j.estger.2019.152.3281Palavras-chave:
intenção de compra, imagem do pais, familiaridade, algodão, PeruResumo
O objetivo deste artigo é analisar a relação entre a imagem do país do Peru, a imagem do produto de algodão, a familiaridade com o Peru e a familiaridade com o produto de algodão, com a intenção de comprar algodão do Peru. A técnica de pesquisa foi utilizada para coletar informações primarias, aplicando um questionário de perguntas fechadas em duas amostras que correspondem a consumidores em dois países com diferentes níveis de familiaridade com o Peru (França e Estados Unidos). Verificou-se uma associação positiva entre as variáveis estudadas, em pelo menos uma amostra. De fato, os exportadores de algodão peruano poderiam inovar suas estratégias de marketing usando do país para melhorar o posicionamento do algodão peruano.
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