El efecto país de origen en marcas dominantes
Country of Origin Effect has been discussed for many years and several authors have argued that is a way to differentiate the product from competitors and is a fundamental element that affects perceptions, preference and willingness consumer to buy. Currently, however, several authors argue that this effect has become less important, since even in comparison goods, which implicates a higher involvement level, many consumers do not know the Country of Origin of the product for the reason that the brand is quite dominant and this is most relevant to the consumer, regardless of where it comes from. This study evaluates the effect of country of origin dominant in comparison products brands such as portable computers. The empirical results show that this effect is diluted when brands already occupy an important place in the mind of the consumer
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