El comportamiento del consumidor local ante la denominación de origen Ron de Venezuela
The designation of origin (DO) defines, differentiates and protects a product that is traditionally produced in a particular geographical zone. It is widely known that DO has a positive effect on the consumer behavior. Therefore, the DO acts as a guarantee of quality, origin and tradition of the pro...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2016 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/70698 |
| Acceso en línea: | http://hdl.handle.net/10609/70698 |
| Access Level: | acceso abierto |
| Palabra clave: | denominación de origen ron de Venezuela comportamiento del consumidor diferenciación denominació d'origen rom de Veneçuela comportament del consumidor diferenciació designation of origin rum of Venezuela consumer behavior differentiation Consumer behavior Consumidors -- Conducta Consumidores -- Conducta |
| Sumario: | The designation of origin (DO) defines, differentiates and protects a product that is traditionally produced in a particular geographical zone. It is widely known that DO has a positive effect on the consumer behavior. Therefore, the DO acts as a guarantee of quality, origin and tradition of the products. But with regard to local consumers, little is known about the effects that this geographical indicator of quality has on their behavior. To answer the previous question, this research analyzes the behavior of the Venezuelan consumer before the DO of a traditional product: Rum, product with large production traditions, and one of the main derived from sugar cane grown in Venezuela since the sixteenth century. Statistical analysis performed by multiple variance analysis, varimax rotation and other techniques, to a sample of 224 individuals revealed as the DO has a very positive effect on the behavior of local consumers. The results showed that the local consumer associates DO mainly with the culture of the geographical area linked to the manufacture of high quality and tradition. Furthermore, it was also seen how the local consumer was strongly affected by the DO in their purchase decision process. However, this effect was strongly moderated by the provenance of the individual. In this way, and against cognitive and behavioral dimension of the buying process, the DO has a strong influence on the quality perception and attitude towards the products. |
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