Resumen

CONCHA VELASQUEZ, José Roberto; ROCIO MORA, Adriana; VELASQUEZ, Juan José  y  REYES, Hernando. Country of origin effect in the preferences of wine consumers in new markets. Pensam. gest. [online]. 2018, n.44, pp.216-242. ISSN 1657-6276.  https://doi.org/10.14482/pege.44.10165.

The country of origin effect has been protagonist of numerous studies for many years, arguing that it is a relevant factor in the behavior of the consumer, since it refers to the perception that people have with a foreign product, according to their country of origin label. This study evaluates the preference of wine consumers in Colombia , a country whose consumption of this drink has been increasing in the recent years, taking into account the characteristics of the wine, the country of origin and the consumer behaviors.

Palabras clave : Country of origin effect; involvement; wine consumers.

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