La importancia del

Jose Felipe Guerrero, Juan Carlos Abad and Emilia Del Aguera

Revista Espanola de Estudios Agrosociales y Pesqueros, 2010, issue 225, 24

Abstract: La percepcion sobre el pais de origen de un producto es uno de los principales determinates de la evaluacion y eleccion de dicho producto, sobre todo en los mercados foraneos. En la literatura de marketing existen multiples trabajos que han analizado este aspecto, si bien la amyor parte de ellos se han centrado en productos duraderos de alta implicacion. Este trabajo analiza la importancia que el atributo pais de origen tiene en el proceso de evaluacion del consumidor para el caso de la compra de hortalizas, utilzando, para ello, un analisis del conjunto de preferencias. Los resultados indican que si bien el pais de origen tiene importancia en el proceso de evaluacion del consumidor, existen otros aspectos del producto horticola-en particular la frescura-, que tienen una mayor importancia relativa para el consumidor. The perception about the country of origin of a product is a major determinant of the evaluation and selection of the product, especially in foreign markets. In marketing literature there are many studies that have examined this issue, although most of them have focused on durable goods of high involvement. This paper analyzes the importance of the attribute country of origin in consumer evaluation process for the case of buying vegetables. In order to do so, a conjoint analysis is developed. Results show that in spite of country of origin is an important aspect into consumer's evaluation process, there are other aspects of vegetables (e.g., freshness), showing a greater relative importance.

Keywords: Crop Production/Industries; Food Consumption/Nutrition/Food Safety; Public Economics (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ags:spreea:186037

DOI: 10.22004/ag.econ.186037

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