Relation of Country-of-Origin Effect, Culture, and Type of Product with the Consumer’s Shopping Intention: An Analysis for Small- and Medium-Sized Enterprises

Abstract

To obtain information about foreign markets is a very complex task for small- and medium-sized enterprises. This work’s aim is to find out how certain variables are related to the consumer’s shopping intention. It will help these firms to get a better knowledge of this intention. The work is specifically centred on products related to the gastronomy of a particular place. Through a sample of 154 tourists who visited this destination, we sought to know these products’ degree of acceptation. Via structural equation modelling, it has been possible to determine the relevance which the variables of country of origin, gastronomic culture, and type of product have regarding the shopping intention. The work’s novelty is to contribute a methodology of gathering information in the destination on the likes and behaviour patterns of foreign consumers without the need of costly research in their countries of origin.