Variables that affect the purchase intention of Peruvian lucuma

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The purpose of this study is to analyze the association of the variables country image of Peru
and lucuma’s product image. Additionally, the relationship between the purchase intention of
Peruvian lucuma with country image of Peru, lucuma’s product image, familiarity with Peru,
and lucuma’s product familiarity. Specifically, these associations hasn’t been analyzed for the
variable country familiarity, and for the lucuma product of Peru. As a methodology, a
descriptive confirmatory research was carried out in which a closed questionnaire was used
for undergraduate and postgraduate students in two selected samples that correspond to
consumers from two countries with different levels of familiarity with Peru. First, United
States whose familiarity with Peru is high; and second, France whose familiarity with Peru is
low. The key finding indicated that country image of Peru and lucuma’s product image are
directly related; in addition, the purchase intention of Peruvian lucuma is positively related
with country image of Peru, lucuma’s product image, familiarity with Peru, and lucuma’s
product familiarity in both samples. Finally, it’s concluded that the purchase intention of
Peruvian lucuma is influenced significantly by lucuma’s product image in both samples.
Original languageEnglish
Title of host publicationInternational Marketing Trends Conference
Subtitle of host publicationLuxury Industries Symposium Papers
Place of PublicationLondra, UK
Pages1-11
StatePublished - 2017
EventInternational Marketing Trends Conference - Londres, United Kingdom
Duration: 15 Sep 201716 Sep 2017
https://archives.marketing-trends-congress.com/luxury_industries/2017/index.html

Conference

ConferenceInternational Marketing Trends Conference
Country/TerritoryUnited Kingdom
CityLondres
Period15/09/1716/09/17
Internet address

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