Estudio cualitativo y cuantitativo de nivel de etnocentrismo y preferencias en el producto cerveza, en la ciudad de Cuenca, en las personas de 18 a 35 años en el 2017

Abstract

The present work covers ethnocentric qualitative and quantitative research, describing the ethnocentrism as the approval orientation of the itself group and other groups rejection (Forbes, 1985), this attitude is analyzed within a marketing vision, in consumer behavior and product purchase of beer, to determine preference factors, purchase and consume habits and presence or lack of ethnocentrism and to know the profile of the citizens from Cuenca in ages of 18 to 35 who are labeled as ethnocentrist or not ethnocentrist, following a methodology based on using qualitative research for determination of preference factors to be able to incorporate them into the quantitative analysis, and the quantitative research. Then, with the sample public descriptive analysis and the customer ethnocentrism tendencies scale adapted to Cuenca citizens created from Shimp y Sharma named CETSCALE by its acronym and it is subdivided in three dimensions (Irrational nationalism, moralism and protectionism), those were used in ad-hoc technique and it found high ethnocentrists and low ethnocentrists targets, plus its consumer profiles. Finally, there are several differences between both, the main are economic incomes, education level and importance weights attributed to the beer factors at the purchase moment.