The influences of country-of-origin image and country norms on the consumer purchasing of Spanish olive oil in Vietnam: prospect market for Picualia brand
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2023-12-15
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Jaén: Universidad de Jaén
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[ES] El objetivo del trabajo es investigar el papel de la cognición y el afecto, dos dimensiones de la imagen país, en la formación de la imagen del producto, así como los efectos de la imagen país, la imagen del producto y las normas del país sobre la intención de compra del aceite de oliva importado de España. Para ello, se ha realizado una encuesta a 268 consumidores vietnamitas mayores de 18 años. A nivel teórico se ha concluido que los comercializadores o exportadores deben prestar atención a la segmentación del mercado y dirigirse a grupos de clientes adecuados para los productos de aceite de oliva españoles, ya que es más probable que compren los consumidores vietnamitas que viajan con frecuencia. Finalmente se presenta una aplicación práctica de las conclusiones teóricas obtenidas de la investigación realizada para la introducción en el mercado vietnamita de la marca de aceites de oliva Picualia.
[EN]The goal of this work is to investigate the role of cognition and affection, two dimensions of country image, in the formation of product image, as well as the effects of country image, product image, and country norms on the intention to purchase imported olive oil from Spain. To this end, a survey has been conducted to evaluate the country image of Spain and its effect on the purchasing behaviour of 268 Vietnamese consumers over the age of 18 years old. At a theoretical level it has been concluded that marketers or exporters should pay attention to market segmentation and target the appropriate customer groups for Spanish olive oil products, as Vietnamese consumers who frequently travel will be more likely to purchase. Finally, a practical application of the theoretical conclusions obtained from the research carried out for the introduction into the Vietnamese market of the Picualia olive oil brand is presented.
[EN]The goal of this work is to investigate the role of cognition and affection, two dimensions of country image, in the formation of product image, as well as the effects of country image, product image, and country norms on the intention to purchase imported olive oil from Spain. To this end, a survey has been conducted to evaluate the country image of Spain and its effect on the purchasing behaviour of 268 Vietnamese consumers over the age of 18 years old. At a theoretical level it has been concluded that marketers or exporters should pay attention to market segmentation and target the appropriate customer groups for Spanish olive oil products, as Vietnamese consumers who frequently travel will be more likely to purchase. Finally, a practical application of the theoretical conclusions obtained from the research carried out for the introduction into the Vietnamese market of the Picualia olive oil brand is presented.