The relationship among nationality, personal values and consumer behaviour in local shopping malls in Eugene (United States), Montevideo 8Uruguay) and Porto Alegre (Brazil)

• Jorge Francisco Bertinetti Lengler ^[1] ; Carlos Alberto Martins Callegaro ^[2]
  1. [1] Universidade de Santa Cruz do Sul

     Universidade de Santa Cruz do Sul

     Brasil

     
  2. [2] Universidade Federal do Rio Grande do Sul

     Universidade Federal do Rio Grande do Sul

     Brasil

     
• Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 389-412
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The globalization and the appearance of international markets have carried in the core of their evolution the interest for understanding the relation between nationality and consumer behavior around the world. Although the globalization is a prominent subject in the marketing literature (Hadjimarcou, 1998), there are few studies that analyse the transcultural behavior of consumers in retail environments in South America. Faced with the challenge of understanding the dynamics existing between nationality and consumer behavior in retail environments in the international context, this study chose a research scenario formed bt three countries that share distinct similarities and differences: Brazil, Uruguay and The United States. In an effort to help consolidate the subject in the scope of the marketing area, this study investigated the relationship between nationalitynand consumer behavior in local shopping malls in the international contexts.

    The results achieved in this study revealthat, despite the proximity marking the historical relationchip between Brazil and Uruguay, the differences between consumers from both countries are expressed by their personal values and by the way behave in shopping malls.

    The use of the structural equation modeling technique revealed that netionality has a casual relation with personal values and consumer behavior in local shopping malls in the three countries.