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Issue 5(1), October 2010 -- Paper Abstracts

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Cooper (p. 23-32)

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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Chilean Consumers Ethnocentrism Factors and Their Perception

Regarding Foreign Countries Products

Author(s): John E. Spillan, Talha Harcar

Citation: John E. Spillan, Talha Harcar, (2012) "Chilean Consumers Ethnocentrism Factors and Their Perception Regarding Foreign Countries Products," Vol. 6, Iss. 1, pp. 34 - 55

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Consumers are connected with a myriad of products and services from all over the world. The advent of

ever changing and rapid communication has given consumers far more knowledge about products than

any time in history. The consequence of this information availability allows the consumer to examine the

product’s country-of- images more closely. As such, their information and perceptions about the country

and product affects consumer behavior and is a major concern of marketers. The goal of this paper is to

present the results of a study that was conducted to analyze the perceptions of Chilean consumers

regarding product’s country-of-origin images and to design and test ethnocentrism model. Data for the

study was collected through self-survey in three major cities located in Chile, South America. The results

point out that these findings provide some implications to domestic and international marketers who

currently operate in or are planning to enter into the Chilean market in the near future.