Do image and familiarity have a significant effect on purchase intention?/?La imagen y familiaridad tienen un efecto significativo en la intencion de compra?/A imagem e a familiaridade tem um efeito significativo na intencao de compra?
| Autor | de Azambuja, Gina-Maria Pipoli |
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Introduction.
Since pre-Inca times, cotton has been a strategic sector of the regional economy, being one of the most critical agro-industrial crops in Peru and representing the livelihood of 20,000 farming families (Ministry of Agriculture and Irrigation., s.f.; Institute of Economic and Social Studies, 2016). Moreover, cotton is the most used natural fiber in the textile industry (Esteve-Turrillas & de la Guardia, 2017), and cotton quality is one of the critical success factors in the development of textiles (Gyftou, Pavlatou, Spyrellis & Hatz, 2000). Hence, cotton is the main non-food agricultural product with the most extensive international trade in the world (Mallqui, Quispe & Rabanal, 2017). Therefore, in 2005, the Ministry of Foreign Trade and Tourism named Peruvian cotton as a flagship product, in order to contribute to internationalizing Peruvian cotton and textile products of Peruvian cotton (Cadenillas, 2016).
However, the global textile industry is characterized globally by vertical integration within large companies. In consequence, Peruvian cotton producers do not have high bargaining power in the industry (Calderon, Leyva, Miranda & Pais, 2017). Additionally, there is a more competitive environment composed of China, India, the United States, and Pakistan, which have a market share in the international cotton trade of 28%, 12%, 10%, and 7%, respectively (Trade Map, 2016). They intensively invest in research and development, increasing their productivity and reducing costs. Furthermore, Indian cotton is produced from genetically modified seeds, making it more economical than Peruvian cotton (Silva, 2005).
As a result, it is necessary to evaluate the appreciation of Peruvian cotton by international consumers. Recent evidence suggests that it is critical to study the purchase intention since consumers will purchase a specific service or product depending on how they evaluate and appreciate them (Chang & Chen, 2008; Madahi & Sukati, 2012; Huy & Svein, 2012). Additionally, this is useful for estimating sales and demand, choosing target markets, and designing international marketing strategies. Therefore, it is relevant to study the variables that affect or have an association with the purchase intention of Peruvian cotton in the new global economy of cotton textile products. Notably, this paper aims to evaluate international consumers' purchase intention of Peruvian cotton and derivative products in order to contribute to internationalization and overcome international market pressures of the cotton textile industry.
Most Peruvian cotton export companies do not have a recognizable brand name; therefore, Peru's country image will have a mediating role in foreign customers' intent to purchase. According to Bruwer, Buller, Saliba & Li (2014, p. 98), "country image could play the role of a summary variable, meaning consumers use it to summarize information about product attributes". Hence, the country of origin can affect quality perception and purchase intention (Balabanis & Diamantopoulos, 2004). Notably, products from developing countries such as Peru are supposed to be of inferior quality compared to those from developed countries (Han & Lee, 1994; Amine, Chao & Arnold, 2005). For this reason, this paper will study the country image of Peru and its relation with the purchase intention of Peruvian cotton.
Product image can affect the purchase intention of the consumer since it can affect the evaluation and perception of such a product (Lee & Ganesh, 1999; Roth & Romeo, 1992). Furthermore, product familiarity and country familiarity variables can affect purchase intention; Arvola, Lahteenmaki, and Tourila (1999) demonstrated that a greater product familiarity directly affects the intent to purchase, while Guina and Giraldi (2012) concluded that country familiarity is a variable that can affect consumer purchase intention. Country image is defined as the general perception that people have of a particular country, which is created through functional, emotional and experiential variables (Roth & Romeo, 1992; Papadopoulos & Heslop, 2000).
Similarly, the product image is defined as the general perception related to the production of a specific product from a particular country, which in turn may be dissimilar according to the category under assessment. Notably, product image implies value judgments and will be motivated mainly by functional aspects such as its quality, cost-benefit ratio, and other variables that contribute to generate a country image perception based on the image of its national products (Roth & Romeo, 1992; Papadopoulos & Heslop, 2000; Guina & Giraldi, 2012).
Likewise, the country familiarity variable is conceptualized as the entirety of knowledge and experiences related to a specific country. Both variables determine the degree of impact or relation that an international consumer may have with a particular country. Being composed of experiential aspects, country familiarity will be different for each person, since they will have different perceptions of a specific country (Guina & Giraldi, 2012; Kaynak & Kucukemiroglu, 1992; Urbonavicius, Dikcius & Navickaite, 2011). The originality of this paper is based on the research of the relationship between country familiarity and purchase intention since there is a relative lack of research on the topic. As a result, the purchase intention of an agricultural product from a developing country such as cotton from Peru represents a research gap that this article aims to fill.
The product familiarity variable is defined as all of the knowledge and experience that is created from direct or indirect interaction with the products of a specific country (Guina & Giraldi, 2012; Alba & Hutchinson, 1987; Marks & Olson, 1981; Brucks, 1985; Phau & Suntornnond, 2006). Finally, purchase intention is defined as consumers' desire to acquire a specific product among other products, which satisfies their needs or the established search criteria, without necessarily translating into the purchase or final behavior of the consumer (Huy & Svein, 2012; Madahi & Sukati, 2012; Khan, Ghauri & Majeed, 2012).
In this context, the general objective is to examine the association between the purchase intention of Peruvian cotton with each of the following variables: country image, product image, country familiarity, and product familiarity. In addition, the specific objectives of the study analyze the association of 1) the country image of Peru with cotton's product image; 2) the country image of Peru with purchase intentions of Peruvian cotton; 3) cotton's product image and purchase intentions; 4) familiarity with Peru and purchase intentions of Peruvian cotton; 5) cotton's product familiarity with purchase intentions of Peruvian cotton, and 6) the effect of Peru's country image, cotton's product image, familiarity with Peru and cotton's product familiarity, with purchase intentions of Peruvian cotton. Consequently, it will be possible to design global marketing strategies for Peruvian cotton export companies and better understand foreign customers' purchasing decisions.
Correlations were used to analyze the first five hypotheses, and a regression analysis was employed to examine the sixth hypothesis. The data came from two samples: France and the United States. Primarily, survey techniques were used to compile the primary data, adapting Roth and Romeo's questionnaire (1992). The first part of the paper explains the main theoretical models and findings regarding the relationship between the studied variables and purchase intention. Following this, the hypothesis and theoretical model of purchase intentions of Peruvian cotton are established. Then, the research method and information about the studied samples will be explained, before an analysis of the results, conclusion, and subsequent discussion.
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Theoretical framework
Roth and Romeo (1992) researched the relationship between country image and product image with the consumer purchase intention and identified four dimensions that shape country image, which are assessed at the same time when the consumer evaluates a different product. Their model helped to decide when it is advisable to promote the product's country of origin and when it is not. The authors suggested that it is advisable to promote country image when it is associated with a positive perception of product image. Therefore, the following hypothesis is stated:
* [H.sub.1]: the better the country image of Peru is, the better cotton's product image is.
Additionally, Roth and Romeo (1992) concluded that country image is directly associated with the intent to purchase, and the country and product image would positively impact on the purchase intention when there is a positive match between country image dimensions and these dimensions are vital product features. Notably, several global marketing researchers have studied the relation between country image and the intention to purchase. Han (1989) studied the impact of country image on consumer purchase intention, finding that when there is not product knowledge, it can affect purchase intention through the consumer's perceptions and beliefs.
A similar conclusion was reached by Li, Ahn, Zhou and Wu (2009) who determined that if foreign consumers have a positive country image perception, companies from this country can improve the purchase intention of their products. Li, Yang, Wang, and Lei (2012) found that country image has a positive effect on purchase intention, and Ortiz (2014) showed that country of origin image impacts positively on brand personality, and this interaction has a positive impact on consumers' purchase intentions. Furthermore, Hong and Wyer (1989), Wang and Yang (2008), Zbib, Wooldridge, Ahmed and Benlian (2010), Khan, Ghauri, and Majeed (2012), and Sinrungtam (2013) found that country image could positively affect the intention to purchase. In consequence, it can be expected...
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