ATTITUDE TOWARDS BRAZILIAN PRODUCTS: AN INVESTIGATION WITH DUTCH STUDENTS

Authors

  • Janaina de Moura Engracia Giraldi Universidade de São Paulo
  • Ana Akemi Ikeda Universidade de São Paulo
  • Dirceu Tornavoi de Carvalho Universidade de São Paulo

Abstract

Since the international trade activity is becoming a central part of the world economy, there is an increasing need to study the attitudes consumers have towards domestic and foreign products. In this regard, the present paper explores how a segment of foreign consumers evaluates some Brazilian products: cow meet, fresh fruits, shoes and furniture. The objectives are to verify the attitudes towards the cited Brazilian products and to verify the possible differences among these attitudes. In order to achieve these objectives, it was performed a descriptive research, collecting data by the survey method in a sample of a undergraduate Dutch students population. In conclusion, it was seen that the Brazilian products under analysis have different evaluations from the respondents, with the exception of the attitudes related to furniture and to cow meet. The products that had the best evaluations were fresh fruits and the ones that received the worst evaluations were the shoes. However, the study also pointed out that the shoes received more positive evaluations from the respondents that knew the product. Keywords Attitudes; Consumer behavior; Brazilian products; Exportation; International marketing.

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Author Biographies

Janaina de Moura Engracia Giraldi, Universidade de São Paulo

Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Professora Doutora da Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, Universidade de São Paulo (FEA-RP).

Ana Akemi Ikeda, Universidade de São Paulo

Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Professora Livre-Docente da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP).

Dirceu Tornavoi de Carvalho, Universidade de São Paulo

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Professor Livre-Docente da Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, Universidade de São Paulo (FEA-RP).

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Published

2008-08-28

Issue

Vol. 9 No. 3 (2008)

Section

Presentation

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