Examinando por Autor "Bustamante Matoma, Harold Anderson"

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    International Marketing: Local consumer perception of the purchase decision of Chinese goods
    (Corporación Universitaria Américana, 2024) Bustamante Matoma, Harold Anderson; Vargas Gonzales, Jorge Yezid
    Introduction: In recent years, local consumers have experienced a significant change in their purchasing preferences because of economic opening and market globalization. This change reflected the demand for international products to which companies needed to meet the needs of consumers, objective: This research was to analyze the perception of the local consumer and influence on the decision to purchase goods from China. Methodology: implemented in this project had a descriptive quantitative approach, where a questionnaire was designed and validated with closed questions rated on a Likert scale addressed to (109) local importers, the data were analyzed by SPSS version 29 software to ensure its feasibility and reliability. Results: The findings show that the behavior in the purchase process depends on preferences, motivations and consumption trends. Finally, Conclusion: the existence of factors that influence the perception and purchase decision regarding goods made in China related to quality and the pre-existence of experiences of other consumers in international trade