Abstract

CONCHA VELASQUEZ, José Roberto; ROCIO MORA, Adriana; VELASQUEZ, Juan José  and  REYES, Hernando. Country of origin effect in the preferences of wine consumers in new markets. Pensam. gest. [online]. 2018, n.44, pp.216-242. ISSN 1657-6276.  https://doi.org/10.14482/pege.44.10165.

The country of origin effect has been protagonist of numerous studies for many years, arguing that it is a relevant factor in the behavior of the consumer, since it refers to the perception that people have with a foreign product, according to their country of origin label. This study evaluates the preference of wine consumers in Colombia , a country whose consumption of this drink has been increasing in the recent years, taking into account the characteristics of the wine, the country of origin and the consumer behaviors.

Keywords : Country of origin effect; involvement; wine consumers.

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