ANALYSIS OF COUNTRIES' IMAGE FROM THE PERSPECTIVE OF THEIR CONSUMERS: THE IMPACT OF POLITICAL, ECONOMIC, AND TECHNO-SOCIO-CULTURAL DESIRE

Abstract

Thel Monteiro E-mail: thel.monteiro@puc-campinas.edu.br Doctor, Pontifícia Universidade Católica de Campinas Campinas, Brazil https://orcid.org/0000-0002-0290-1676   Henrique Maganin E-mail: henriquemaganin@gmail.com Bachelor, Universidade Metodista de Piracicaba Piracicaba, Brazil https://orcid.org/0009-0000-4672-0116   Sandra Fantin E-mail: sandra.fantin@puc-campinas.edu.br Master, Pontifícia Universidade Católica de Campinas Campinas, Brazil https://orcid.org/0000-0002-0975-8876   Emígido Larios -Gomez E-mail: herr.larios@gmail.com Benemérita Universidade Autônoma de Puebla Puebla, Mexico https://orcid.org/0000-0002-3514-1319   Mónica Otero E-mail: monica.penalosa@utadeo.edu.co Master, Universidade de Bogotá Bogota, Colombia https://orcid.org/0000-0002-2208-9224   Abstract: This study aims to deepen the understanding of marketing and the development of its strategies, with a particular focus on marketing mix management. It seeks to identify consumer perceptions from three Latin American countries regarding their national images, considering the impact of political, economic, and techno-social factors. The project employs an exploratory study design, utilizing both primary and secondary data, bibliographic research, and descriptive statistics through the country image scale developed by Martin and Eroglu (1993). According to these authors, country image is defined as the totality of all descriptive, inferential, and informative beliefs about a particular country. The study highlights the implications of utilizing marketing strategies based on these evaluations and perceptions, emphasizing the necessity of constructing a trustworthy image for consumers in the execution of goods or services.   Keywords: Marketing strategy, Country image, retail. JEL classification: M30