Analyzing the purchase intention of Peruvian maca

Abstract

Purpose

This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity.

Design/methodology/approach

To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA.

Findings

There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru.

Research limitations/implications

The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level.

Practical implications

This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca.

Social implications

The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru.

Originality/value

The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.

Citation

Pipoli de Azambuja, G.M.M., García-Arrizabalaga, I. and Rodríguez-Peña, G. (2020), "Analyzing the purchase intention of Peruvian maca", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. 14 No. 1, pp. 91-112. https://doi.org/10.1108/JEC-09-2019-0083