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Title: El comportamiento del consumidor local ante la denominación de origen Ron de Venezuela
Author: Urbina Medina, Keyla
Jiménez Zarco, Ana Isabel  
Cañas Madueño, Juan Antonio
Keywords: designation of origin
rum of Venezuela
consumer behavior
Issue Date: Jan-2016
Publisher: Revista de la Facultad de Agronomía
Citation: Urbina Medina, K., Jiménez-Zarco, A.I. & Cañas Madueño, J.A. (2016). "El comportamiento del consumidor local ante la denominación de origen Ron de Venezuela". Revista de la Facultad de Agronomía, 33(1), pp. 95-122. ISSN 0378-7818.
Abstract: The designation of origin (DO) defines, differentiates and protects a product that is traditionally produced in a particular geographical zone. It is widely known that DO has a positive effect on the consumer behavior. Therefore, the DO acts as a guarantee of quality, origin and tradition of the products. But with regard to local consumers, little is known about the effects that this geographical indicator of quality has on their behavior. To answer the previous question, this research analyzes the behavior of the Venezuelan consumer before the DO of a traditional product: Rum, product with large production traditions, and one of the main derived from sugar cane grown in Venezuela since the sixteenth century. Statistical analysis performed by multiple variance analysis, varimax rotation and other techniques, to a sample of 224 individuals revealed as the DO has a very positive effect on the behavior of local consumers. The results showed that the local consumer associates DO mainly with the culture of the geographical area linked to the manufacture of high quality and tradition. Furthermore, it was also seen how the local consumer was strongly affected by the DO in their purchase decision process. However, this effect was strongly moderated by the provenance of the individual. In this way, and against cognitive and behavioral dimension of the buying process, the DO has a strong influence on the quality perception and attitude towards the products.
Language: English
ISSN: 0378-7818
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