Variables that affect the purchase intention of Peruvian lucuma

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.