Purchase Intention Towards Imported Perfumes Among Consumers in Chiclayo: Impact of Ethnocentrism, Country of Origin, And Social Influence.

Abstract

The main objective of this research was to analyze the influence of ethnocentrism, country of origin, and social influence on the purchase intention of imported perfumes among consumers in Chiclayo in 2025. A non-experimental, cross-sectional, and quantitative methodological design was employed, applying surveys to 345 participants selected through non-probabilistic convenience sampling. The data was analyzed using structural equation modeling with ADANCO 2.4.1. The results disclosed that both the country of origin (β = .47; = .34) and social influence (β = .45; = .31) had a significant positive effect on purchase intention, while ethnocentrism had a negative but weaker impact (β = –.23; = .09). It was concluded that exogenous factors, such as the perception of the country of origin and social validation, prevail over endogenous ones like ethnocentrism in determining the intention to purchase imported perfumes. As recommendations, companies were advised to strengthen the international image of their products and use marketing strategies based on social validation. Likewise, promoting a critical ethnocentrism that values national products without rejecting foreign ones was suggested. Finally, the importance of an integrated strategy that articulates these three factors to encourage informed and competitive consumption was highlighted