Etnocentrismo del consumidor e intención de compra en países en desarrollo
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Resumen
Las empresas en los países con menos experiencia productiva se ven amenazadas por el ingreso de productos extranjeros, percibidos como superiores entre los consumidores, lo que pone en desventaja a sus productos. Por consiguiente, los productores locales requieren de estrategias efectivas que doten a sus productos de ventajas competitivas frente a las importaciones. Al respecto, investigaciones sobre el comportamiento del consumidor, han identificado que las creencias, percepciones y actitudes asociadas al país de origen de los productos tienen influencia en la intención de compra. En este sentido, el presente artículo analiza el grado en el que el etnocentrismo del consumidor tiene efecto sobre la intención de compra de calzado nacional, también examina posibles factores predictores y condicionadores de la relación. Para esto, se empleó una encuesta en una muestra conformada por 361 estudiantes universitarios. En ella se utilizó una versión adaptada de la escala CETSCALE para medir el nivel de etnocentrismo del consumidor más una escala que mide la intención de compra de productos nacionales. En consecuencia, se comprobó que el nivel de etnocentrismo en el consumidor influye positivamente en la intención de compra del producto nacional y que condiciona el efecto del hábito de compra sobre la intención de compra, además, que la escala CETSCALE es una herramienta que puede ser utilizada en economías en desarrollo con interesantes resultados. Las implicaciones gerenciales y limitaciones de la investigación son discutidas a detalle.
Palabras Clave
Consumer Ethnocentrism, CETSCALE, Moderation effect, buying intention, buying habits, national-made products, foreign-made products, developing countries Etnocentrismo del consumidor, CETSCALE, efecto moderador, intención de compra, hábito de compra, producto nacional, producto extranjero, países en desarrollo
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Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science. https://doi.org/10.1177/0092070303257644
Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology. https://doi.org/10.1207/S15327663JCP0902_3
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science. https://doi.org/10.1177/0092070394221002
Dodds, W., & Monroe, K. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research. https://doi.org/10.1037/a0026025
Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia. Journal of International Consumer Marketing. https://doi.org/10.1300/J046v09n04_05
Elliott, G. R., & Cameron, R. C. (1994). Consumer Perception of Product Quality and the Country-of-Origin Effect. Journal of International Marleting. https://doi.org/10.2307/25048542
Granzin, K. L., & Painter, J. J. (2001). Motivational influences on “buy domestic” purchasing: Marketing management implications from a study of two nations. Journal of International Marketing. https://doi.org/10.1509/jimk.9.2.73.19883
Hamin, E. G. (2006). A less-developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/13555850610658246
Hayes, A. (2013). Introduction to mediation, moderation, and conditional process analysis (Methodology in the Social Sciences) (The Guilford Press, New York, NY).The Guilford Press. New York & London. https://doi.org/978-1-60918-230-4
Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition: A Regression-Based Approach. The Guilford Press (2.a). New York & London.
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science. https://doi.org/10.1007/BF02723413
Herche, J. (1994). Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour. International Marketing Review. https://doi.org/10.1108/02651339410067012
Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550110390896
Ji, M. F., & Wood, W. (2007). Purchase and consumption habits: Not necessarily what you intend. Journal of Consumer Psychology. https://doi.org/10.1016/S1057-7408(07)70037-2
Jiménez, N., & Gutiérrez, S. (2010). Antecedentes Socio-Psicológicos De La Intención De Compra De Productos Extranjeros?: El Etnocentrismo Y La Animosidad Del Consumidor Socio-Psychological Antecedents of the Buying of Foreign Products?: Consumer Ethnocentrism and Animosity. Revista Española de Investigación En Marketing ESIC, 14, 7–24.
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics. https://doi.org/10.1016/j.iedeen.2019.04.002
Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products. European Journal of Marketing. https://doi.org/10.1108/03090560210430881
Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence and Planning. https://doi.org/10.1108/02634500610641534
Klein, J. G. (2002). Us versus them, or us versus everyone? delineating consumer aversion to foreign goods. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8491020
Klein, J. G., Ettenson, R., & Krishnan, B. C. (2005). Extending the construct of consumer ethnocentrism: When foreign products are preferred. International Marketing Review. https://doi.org/10.1108/02651330610670460
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. The Journal of Marketing. https://doi.org/10.2307/1251805
Lara, F. (2018, December). Zapatos ecuatorianos, con un mercado cuesta arriba. Revista Vistazo. Retrieved from https://www.vistazo.com/seccion/enfoque/zapatos-ecuatorianos-con-un-mercado-cuesta-arriba
Luque, T., Ibáñez, J., & del Barrio, S. (2000). Consumer ethnocentrism measurement ? An assessment of the reliability and validity of the CETSCALE in Spain. European Journal of Marketing. https://doi.org/10.1108/03090560010348498
Nadiri, H., & Tümer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics and Management. https://doi.org/10.3846/jbem.2010.22
Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A Cross-National Assessment of the Reliability and Validity of the CETSCALE. Journal of Marketing Research. https://doi.org/10.2307/3172867
Olson, J., & Jacoby, J. (1972). Cue utilization in the quality perception process. Proceedings of the Third Annual Conference of the of the Association for Consumer Research. https://doi.org/10.1108/eb026082
Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review. https://doi.org/10.1108/02651330610660065
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science. https://doi.org/10.1007/BF02894609
Shimp, T. A. (1984). Consumer Ethnocentrism: the Concept and a Preliminary Empirical test. Advances in Consumer Research, 11, 285–290.
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research. https://doi.org/10.2307/3151638
Shoham, A., & Makovec, M. (2003). Journal of International Consumer Ethnocentrism , Perceived Product Quality and Choice — An Empirical Investigation. Journal of International Consumer Marketing, 15(4), 67–86. https://doi.org/10.1300/J046v15n04
Slovic, P., Fischhoff, B., & Lichtenstein, S. (1977). Behavioral Decision Theory. Annual Review of Psychology. https://doi.org/10.1146/annurev.ps.28.020177.000245
Spillan, J. E., Kucukemiroglu, O., & de Mayolo, C. A. (2007). Profiling peruvian consumers’ lifestyles, market segmentation, and ethnocentrism. Latin American Business Review. https://doi.org/10.1080/10978520802114573
Sumner, W. G. (1906). Folkways. A study of the sociological importance of usages, manners, customs and morals. Psychological Bulletin. https://doi.org/10.1037/h0065334
Supphellen, M., & Rittenburg, T. L. (2001). Consumer ethnocentrism when foreign products are better. Psychology and Marketing. https://doi.org/10.1002/mar.1035
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing. https://doi.org/10.1108/07363760410558663
Wood, W., & Neal, D. T. (2009). The habitual consumer. Journal of Consumer Psychology, 19(4), 579–592. https://doi.org/10.1016/j.jcps.2009.08.003
Wu, J., Zhu, N., & Dai, Q. (2010). Consumer ethnocentrism, product attitudes and purchase intentions of domestic products in China. … and Business Management, Chengdu, China …, (Ebm), 2262–2265. Retrieved from http://staff.ustc.edu.cn/~wjl/paper/Consumer ethnocentrism, product attitudes and purchase intentions of Domestic Products in China.pdf
Yagci, M. I. (2001). Evaluating the Effects of Country-of-Origin and Consumer Ethnocentrism. Journal of International Consumer Marketing. https://doi.org/10.1300/J046v13n03_05
Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology. https://doi.org/10.1207/S15327663JCP0902_3
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science. https://doi.org/10.1177/0092070394221002
Dodds, W., & Monroe, K. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research. https://doi.org/10.1037/a0026025
Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia. Journal of International Consumer Marketing. https://doi.org/10.1300/J046v09n04_05
Elliott, G. R., & Cameron, R. C. (1994). Consumer Perception of Product Quality and the Country-of-Origin Effect. Journal of International Marleting. https://doi.org/10.2307/25048542
Granzin, K. L., & Painter, J. J. (2001). Motivational influences on “buy domestic” purchasing: Marketing management implications from a study of two nations. Journal of International Marketing. https://doi.org/10.1509/jimk.9.2.73.19883
Hamin, E. G. (2006). A less-developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/13555850610658246
Hayes, A. (2013). Introduction to mediation, moderation, and conditional process analysis (Methodology in the Social Sciences) (The Guilford Press, New York, NY).The Guilford Press. New York & London. https://doi.org/978-1-60918-230-4
Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition: A Regression-Based Approach. The Guilford Press (2.a). New York & London.
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science. https://doi.org/10.1007/BF02723413
Herche, J. (1994). Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour. International Marketing Review. https://doi.org/10.1108/02651339410067012
Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550110390896
Ji, M. F., & Wood, W. (2007). Purchase and consumption habits: Not necessarily what you intend. Journal of Consumer Psychology. https://doi.org/10.1016/S1057-7408(07)70037-2
Jiménez, N., & Gutiérrez, S. (2010). Antecedentes Socio-Psicológicos De La Intención De Compra De Productos Extranjeros?: El Etnocentrismo Y La Animosidad Del Consumidor Socio-Psychological Antecedents of the Buying of Foreign Products?: Consumer Ethnocentrism and Animosity. Revista Española de Investigación En Marketing ESIC, 14, 7–24.
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics. https://doi.org/10.1016/j.iedeen.2019.04.002
Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products. European Journal of Marketing. https://doi.org/10.1108/03090560210430881
Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence and Planning. https://doi.org/10.1108/02634500610641534
Klein, J. G. (2002). Us versus them, or us versus everyone? delineating consumer aversion to foreign goods. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8491020
Klein, J. G., Ettenson, R., & Krishnan, B. C. (2005). Extending the construct of consumer ethnocentrism: When foreign products are preferred. International Marketing Review. https://doi.org/10.1108/02651330610670460
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. The Journal of Marketing. https://doi.org/10.2307/1251805
Lara, F. (2018, December). Zapatos ecuatorianos, con un mercado cuesta arriba. Revista Vistazo. Retrieved from https://www.vistazo.com/seccion/enfoque/zapatos-ecuatorianos-con-un-mercado-cuesta-arriba
Luque, T., Ibáñez, J., & del Barrio, S. (2000). Consumer ethnocentrism measurement ? An assessment of the reliability and validity of the CETSCALE in Spain. European Journal of Marketing. https://doi.org/10.1108/03090560010348498
Nadiri, H., & Tümer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics and Management. https://doi.org/10.3846/jbem.2010.22
Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A Cross-National Assessment of the Reliability and Validity of the CETSCALE. Journal of Marketing Research. https://doi.org/10.2307/3172867
Olson, J., & Jacoby, J. (1972). Cue utilization in the quality perception process. Proceedings of the Third Annual Conference of the of the Association for Consumer Research. https://doi.org/10.1108/eb026082
Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review. https://doi.org/10.1108/02651330610660065
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science. https://doi.org/10.1007/BF02894609
Shimp, T. A. (1984). Consumer Ethnocentrism: the Concept and a Preliminary Empirical test. Advances in Consumer Research, 11, 285–290.
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research. https://doi.org/10.2307/3151638
Shoham, A., & Makovec, M. (2003). Journal of International Consumer Ethnocentrism , Perceived Product Quality and Choice — An Empirical Investigation. Journal of International Consumer Marketing, 15(4), 67–86. https://doi.org/10.1300/J046v15n04
Slovic, P., Fischhoff, B., & Lichtenstein, S. (1977). Behavioral Decision Theory. Annual Review of Psychology. https://doi.org/10.1146/annurev.ps.28.020177.000245
Spillan, J. E., Kucukemiroglu, O., & de Mayolo, C. A. (2007). Profiling peruvian consumers’ lifestyles, market segmentation, and ethnocentrism. Latin American Business Review. https://doi.org/10.1080/10978520802114573
Sumner, W. G. (1906). Folkways. A study of the sociological importance of usages, manners, customs and morals. Psychological Bulletin. https://doi.org/10.1037/h0065334
Supphellen, M., & Rittenburg, T. L. (2001). Consumer ethnocentrism when foreign products are better. Psychology and Marketing. https://doi.org/10.1002/mar.1035
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing. https://doi.org/10.1108/07363760410558663
Wood, W., & Neal, D. T. (2009). The habitual consumer. Journal of Consumer Psychology, 19(4), 579–592. https://doi.org/10.1016/j.jcps.2009.08.003
Wu, J., Zhu, N., & Dai, Q. (2010). Consumer ethnocentrism, product attitudes and purchase intentions of domestic products in China. … and Business Management, Chengdu, China …, (Ebm), 2262–2265. Retrieved from http://staff.ustc.edu.cn/~wjl/paper/Consumer ethnocentrism, product attitudes and purchase intentions of Domestic Products in China.pdf
Yagci, M. I. (2001). Evaluating the Effects of Country-of-Origin and Consumer Ethnocentrism. Journal of International Consumer Marketing. https://doi.org/10.1300/J046v13n03_05
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mar 29, 2021
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