The influence of malinchismo on Mexican consumers
Margarita Heredia-Soto
Broschiertes Buch

The influence of malinchismo on Mexican consumers

The Mexican consumers' preferences for domestic goods with regard to Latin American products

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Globalization has brought numerous changes in products' marketing and consumption. Nowadays consumers are able to select from a wider range of foreign and local products. For this reason, businessmen and governments need to know the impact of country-of-origin in consumer preferences and try to encourage the local consumption. This work addresses a variation of the country-of-origin topic that is known in Mexico as malinchismo (preference for foreign products over domestics). With the objective of determining the influence of malinchismo on Mexican consumers, this research explores Mexicans' c...