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The influence of malinchismo on Mexican consumers

 

Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
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  • Product Description
 

Globalization has brought numerous changes in products'' marketing and consumption. Nowadays consumers are able to select from a wider range of foreign and local products. For this reason, businessmen and governments need to know the impact of country-of-origin in consumer preferences and try to encourage the local consumption. This work addresses a variation of the country-of-origin topic that is known in Mexico as “malinchismo” (preference for foreign products over domestics). With the objective of determining the influence of malinchismo on Mexican consumers, this research explores Mexicans'' consumption preferences through a ranking test where Mexican consumers order, according to their preferences, local and foreign products of Latin American origin. In addition, the Consumer Ethnocentrism Tendencies Scale (CETSCALE) developed by Shimp and Sharma in 1987 was applied to the same people that participated in the ranking test with the intention of knowing the Mexicans'' malinchismo tendency and if it is related to Mexicans'' consumption preferences.

Product Specifications
SKU :COC71051
AuthorMargarita Heredia-Soto
LanguageEnglish
BindingPaperback
Number of Pages104
Publishing Year2011-06-02T00:00:00.000
ISBN978-3639361131
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00