Analysis of the Variables Associated with Purchase Intent of Pisco From Peru

Abstract

The objective of this study is to understand how the intention to purchase of Peruvian pisco is related with the Cou-ntry Image of Peru, the Pisco Product Image, the Familiarity with Peru, and the Pisco Product Familiarity. Students from two countries whose citizens have different levels of familiarity with Peru were surveyed; one of them, high familiarity, and another, low familiarity. It was found in both samples that the greater Purchase Intention of Pisco of Peru is related to a better Image Country of Peru, Pisco Product Image, and greater Familiarity with Peru, and Pisco Product Familiarity. In particular, none of the studied variables significantly explains the Purchase Intention of Pisco del Peru; when they are analyzed together. It’s recommended that Peruvian Pisco exporters could use the Country Image of Peru to promote their export promotion policies to the United States. The originality of the research is based on the existing gap on the studies of the intention of purchase of the consumer for the Peruvian Pisco; as well as the study of the variable Country Familiarity.