Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers
AbstractThe company to sensitize environmentally to its potential market can use price, product, distribution and communication. This study provides market-evidence on how to approach Mexican consumers, regarding marketing mix and its effects on organic foods purchase. The main goal is contribute with an analysis of causes-effects on consumer perceptions based in the structural equations model. In order to contrast the hypothesis, data were obtained using a structured questionnaire based on a five-point Likert scale (n=383). We rejected hypothesis 1, the price has a positive and significant effect on organic foods purchase (-0.23, p
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This chapter was published in: Lizbeth Salgado-Beltrán & Joel Enrique Espejel-Blanco & Luis Felipe Beltrán-Morales , , pages 993-1006, 2012.
This item is provided by University of Primorska, Faculty of Management Koper in its series MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers] with number 993-1006.
organic food purchase; marketing mix; Mexican consumers; structural equations model;
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