O efeito país de origem no processo de avaliação de cervejas especiais e a intenção de compra dos consumidores

Abstract

Globalized market has brought products from different countries to the Brazilian scene, whether assembled, developed or manufactured in more than one country. Given this, the need arises to understand how the consumer perceives these imported products and what their behavior is in front of them. In order to understand consumer behavior, we investigated the effect of country-of-origin on consumer perception and its relationship with perceived quality, price-willingness to pay, purchase intent, cultural openness and ethnocentrism, in a market considered to be emerging in Brazil, which is speciality beer. Study was conducted by means of an experimental method, with a design 4 (Country of Origin: China, Germany, Brazil and no-ID) x 1 (Product: speciality pilsen beer), thus composing four experimental groups. Research was carried out through a questionnaire with seven-point Likert kind scale, which was made available with a speciality beer tasting and a card containing beer and country information. For data analysis, a quantitative statistical approach was performed with data processed through multivariate analysis of variance, applying post-hoc tests. The sample consisted of 159 respondents who were distributed in the four experimental groups. Results show that the country-of-origin effect plays a significant role in the perceived quality, willingness to pay and consumers' purchase intentions as well as that Brazilian consumer presents low bias towards protectionism (when it comes to consumption of domestic products), being open to experiencing interactions with foreign cultures.