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The purpose of this paper is to obtain evidence for validity of the consumer xenocentrism scale adapted to wine consumption in Brazil. Xenocentrism is the internalized…
The purpose of this paper is to obtain evidence for validity of the consumer xenocentrism scale adapted to wine consumption in Brazil. Xenocentrism is the internalized belief of the consumer about the inferiority of national products, and a propensity to prefer foreign products when compared to national products for the purposes of social aggrandizement.
Two samples composed of wine consumers were investigated (online and paper-and-pencil questionnaires), and the scale validation process was carried out in two studies. The sample of the first study was composed of 195 participants, and in the second study, 258 participants were investigated. Data were treated with confirmatory factor analyses and structural equation modeling.
Main results pointed to the discriminant and predictive validity for the Brazilian version of the scale of consumer xenocentrism adapted to the context of wine consumption.
This study expands on the original one by Balabanis and Diamantopoulus (2016), proposing the validation of the scale with Brazilian consumers. It also expands on the understanding of this behavior to a specific product (domestic wines) and offers evidence of scale validity in a culturally and economically context different from that of the original study, suggesting some evidence that the xenocentrism construct may actually occur in different cultures. An agenda of empirical research is suggested, to the understanding of the antecedents of xenocentric consumption behavior that will help Brazilian wineries to come up with more effective marketing strategies.
The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase…
The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets.
In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis.
Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction.
This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts.
In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention.
The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.