Browsing by Author "Segarra Villa, Michelle Paola"

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    Estudio del xenocentrismo, etnocentrismo y preferencia sobre la categoría jeans en la generación Z de la ciudad de Cuenca-Ecuador
    (Universidad de Cuenca, 2025-05-19) Miranda Guamán, Daniela Michelle; Segarra Villa, Michelle Paola; González Loyola, Pablo Arturo
    This academic article aims to analyze the influence of xenocentrism and ethnocentrism on the purchasing preferences for jeans among Generation Z in Cuenca, Ecuador. The consumption behavior of this generation has been shaped by its immersion in a globalized environment, where the perception of quality and prestige associated with foreign products plays a significant role. To achieve this, a quantitative methodology was employed using a stratified probabilistic sampling design. The target population consisted of 400 young people aged 18 to 29 residing in the urban area of Cuenca, and data were collected using semi-structured surveys along with the CETSCALE to classify participants as xenocentric, ethnocentric, or neutral. The results showed that 61% of the respondents were classified as xenocentric, indicating a marked preference for foreign products. Additionally, it was observed that xenocentric individuals are willing to pay a higher price for jeans of foreign brands compared to ethnocentric individuals. However, both groups displayed an inclination toward acquiring foreign brands, especially those from the United States. This study provides valuable insights for the Ecuadorian textile industry, highlighting the need to improve the perception of quality and value of domestic brands.