Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers
The company to sensitize environmentally to its potential market can use price, product, distribution and communication. This study provides market-evidence on how to approach Mexican consumers, regarding marketing mix and its effects on organic foods purchase. The main goal is contribute with an analysis of causes-effects on consumer perceptions based in the structural equations model. In order to contrast the hypothesis, data were obtained using a structured questionnaire based on a five-point Likert scale (n=383). We rejected hypothesis 1, the price has a positive and significant effect on organic foods purchase (-0.23, p
Poster presentado en el Olomouc Biotech. Plant Biotechnology: green for good, celebrado en Olomouc (Republica Checa) del 19 al 21 de junio de 2011.