El efecto región de origen en el comportamiento de compra de los consumidores extremeños

Abstract

As international markets become more complex, research on the use of products' place-of-origin as a differentiation strategy has gained in prominence in the field of marketing over the last few decades. Despite being a very prolific topic in recent years, research gaps still remain in the study of Place of Origin Effect. Although Country of Origin of the product has been extensively studied in the literature, there is a gap regarding to the application of this effect to the regional scope. This thesis dissertation aims to shed light on the study of the Region of Origin Effect through an empirical study of two different products: wine and financial institutions; being the region of Extremadura (Spain) the geographical setting of the study. The results of the study show the existence of a Region of Origin effect for both products that is manifested through the purchase intention of consumers. Purchase intention is, at the same time, affected by a number of antecedent variables such as Image of the Region, Image of the Region as a Manufacturer (for the wine case), Perceived Quality and Consumer Ethnocentrism. Furthermore, in the study of financial institutions it is confirmed the importance of the origin in the formation of user preferences ahead of other attributes. Most of the sample prefers regional origin of the institution ahead of national or foreign origin.