Palabras clave
divergencia
cultura
conducta del consumidor
patrones de compra
Cómo citar
Resumen
El propósito de este estudio es analizar la influencia de la cultura nacional en patrones de compra. Utilizamos las ventas de calzado, y comparamos los resultados con los de ropa, recopilados en otro estudio. Realizamos un análisis de regresión múltiple con datos nacionales de ventas al detal de Puerto Rico y Estados Unidos, prestando particular atención al efecto de la estacionalidad. Los resultados confirman que la cultura influye en la compra, y que ocasiones especiales pueden predecir variaciones en ventas. Comparando los resultados con ropa, identificamos tanto conductas en común como diferencias entre categorías. Nuestro estudio contribuye a la limitada cantidad de investigaciones empíricas disponibles sobre la influencia de la cultura nacional en conductas del consumidor, ofreciendo información útil a minoristas con interés en ingresar en estos mercados.
Citas
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Derechos de autor 2024 Elsa Nieves-Rodriguez, Myra-Mabel Perez-Rivera, Teresa Longobardi, Nora Picón, Carolina Arenas-Estrada