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

Abstract

The purpose of this study is to describe the level of preference of Ecuadorian women in the city of Cuenca-Ecuador for national products over foreign products, identifying the degree of consumer ethnocentrism they have. A quantitative approach methodology with descriptive and correlational scope was used for the development of the research; its main data collection technique was the application of a questionnaire using the CETSCALE tool (Consumer Ethnocentric Tendencies Scale) and complementary questions to investigate more about sociodemographic factors and purchase preferences. The tool was applied to women aged 30 to 60 in the city of Cuenca. This study is promoted by the research department of the Casa Grande University of Guayaquil-Ecuador. The problem studied and analyzed forms part of the research line on contemporary markets and consumers. The main results showed that women in the city of Cuenca in 30 to 60 years have a significant level of ethnocentrism. However, no significant relationship was found between the level of ethnocentrism and the level of education, economic income and frequency of purchase of foreign products.