THE EFFECT OF LEVEL OF INVOLVEMENT ON THE CONSUMER AFFINITY. : A case study of Mexican tacos case in Sweden.
Abstract: Research question: Does the Level of involvement with an ethnic product affect the Consumer affinity for its Country of Origin? Purpose: The aim of this study is to enrich the empirical data concerning the Consumer Affinity construct by finding the effect that the level of involvement with a product has on the creation of positive attitudes toward a Country of Origin. Method: A quantitative survey published online was used to obtain data from a convenience sample, the final data was obtained from 163 Swedish people from 18 – 65+ years. The findings are analyzed by linear correlation. Conclusion: The results confirm that the level of involvement has a positive effect on the Consumer affinity, this finding also helps to confirm that the interaction of the consumer with a culture, or in this case a representation of it, has an impact on the creation of positive attitudes.
AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)