Analyzing the purchase intention of Peruvian maca

Gina María Maria Pipoli de Azambuja, Iñaki García-Arrizabalaga, Gustavo Rodríguez-Peña

Research output: Contribution to journalArticle in a journalpeer-review


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.
Original languageEnglish
Pages (from-to)91-112
Number of pages22
JournalJournal of Enterprising Communities
Issue number1
StatePublished - 2 Mar 2020

Bibliographical note

Publisher Copyright:
© 2019, Emerald Publishing Limited.


  • Country familiarity
  • Country image
  • Maca
  • Peru
  • Product familiarity
  • Product image
  • Purchase intention


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