Etnocentrismo ecuatoriano: evaluación de preferencias de productos nacionales frente a productos extranjeros de hombres de 30 a 60 años de la ciudad de Cuenca

Abstract

The purpose of this research is to identify the level of ethnocentrism of men aged 30 to 60 born in the city of Cuenca; based on economic income, level of education and their frequency of purchase in 2019. The focus of the investigation is quantitative, through which the CETSCALE (Consumer Ethnocentric Tendencies Scale) tool was implemented. It was adapted to the Ecuadorian context so that there is a better understanding meanwhile applying it. In addition to this another questionnaire was used to measure the purchase frequency of the selected sample to be investigated. As a result, a representative level of ethnocentrism was obtained by men aged 30 to 60 in the city of Cuenca, while there is a positive relationship between the level of ethnocentrism and the level of education, but it is not significant. Otherwise, the level of ethnocentrism has a negative and significant relationship with economic income. Finally, the level of ethnocentrism has a negative and significant relationship with the frequency of purchase of foreign products.