Etnocentrismo ecuatoriano: evaluación de preferencias de productos nacionales frente a productos extranjeros de los hombres entre 30 y 60 años en la ciudad de Portoviejo

Abstract

The purpose of this study is to identify the level of ethnocentrism in men between 30 and 60 years old from Portoviejo city, also their preferences when they choice a national product or foreign product. The study approach has a quantitative level where 385 inquiries were conducted on men in various sectors of Portoviejo city using the CETSCALE tool that allow measure the level of ethnocentrism in its participants, the inquiries allowed to reach a deep analysis about the reasons why there may be a certain level of ethnocentrism among ecuadorians and identify the influential variables in consumer preferences. In the results you can see the correlations between the level of ethnocentrism with the level of income, education and frequency of purchase of foreign products where there is a high level of ethnocentrism in the men of Portoviejo city.