Resumo

MUNOZ-PENAGOS, Camilo A  e  VELANDIA-MORALES, Andrea. Ethnocentrism of the Colombian and Brazilian market and its relationship with the attitudes towards intention to purchase foreign and domestic products. Suma Psicol. [online]. 2014, vol.21, n.2, pp.99-106. ISSN 0121-4381.

Amidst an increasingly competitive global market, one with many more options for completing commercial transactions beyond local markets, it is important to determine the influence that the country origin has on customer perception of a product, as this perception may determine consumer intention to purchase. This article attempts to establish the level of ethnocentrism as regards the attitudes and intention to purchase of national and foreign products in the markets of Brazil and Colombia. The CETSCALE (Consumer Ethnocentric Tendencies Scale) was used for this purpose. A correlational descriptive study was conducted using a questionnaire administered to 246 Colombian and Brazilian consumers. The findings enable a low level of ethnocentrism in the Brazilian sample, and a medium level in the Colombian sample, to be identified. An approach to intention to purchase by means of the theory of planned behavior has helped to demonstrate that the level of ethnocentrism plays a part in the intention to purchase process. © 2014 Fundación Universitaria Konrad Lorenz.

Palavras-chave : Ethnocentrism; CETSCALE; Purchase intent; Colombian consumer; Brazilian consumer; Attitudes.

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