Dataset for analyzing the influence of country of origin, gastronomic culture and products evaluation on consumers' shopping intentions

Juan M Berbel-Pineda; José M Ramírez-Hurtado; Beatriz Palacios-Florencio; Luna Santos-Roldán

doi:10.1016/j.dib.2020.106320

Dataset for analyzing the influence of country of origin, gastronomic culture and products evaluation on consumers' shopping intentions

Data Brief. 2020 Sep 20:33:106320. doi: 10.1016/j.dib.2020.106320. eCollection 2020 Dec.

Authors

Juan M Berbel-Pineda¹, José M Ramírez-Hurtado², Beatriz Palacios-Florencio¹, Luna Santos-Roldán³

Affiliations

¹ Department of Business Organization and Marketing, Faculty of Business Studies, University of Pablo de Olavide, Carretera Utrera, Km.1, 41013 Seville, Spain.
² Department of Economics, Quantitative Methods and Economic History, University of Pablo de Olavide, Carretera Utrera, Km.1, 41013 Seville, Spain.
³ Department of Business Organization, Faculty of Law and Business, University of Córdoba, Puerta Nueva s.n., 14071 Córdoba, Spain.

Abstract

Knowing the tastes and needs of consumers is a key aspect in the literature review on consumer behaviour. This becomes even more important when it comes to selling across borders, in international markets. In other words, facing a different environment, both the tastes and the needs of consumers are different compared to those that can be found in a local market. Therefore, knowing how consumers behave takes on special relevance in business internationalization. In order to determine this behaviour, companies develop commercial research, which involves a large investment of resources (especially when it comes to obtaining primary information). Large companies usually have the resources to be able to carry out this type of market research, but what about small and medium-sized enterprises (SME's)? They generally do not have enough resources to undertake a full commercial research experiment to investigate the tastes and needs of customers in foreign market countries. The data from this paper allow participating SME's to have a first understanding of the tastes and needs of consumers in these countries-markets that are being internationalized (in this case, through exports). The data provide the precise information sought about consumers in those countries-markets that are the target of internationalization. To this end, tourists visiting a certain place have been analysed. Based on the information needs of these companies (and on questionnaires found in the scientific literature), the questionnaire for this experiment was drawn up and completed by tourists who visited that particular place. The information collected by the questionnaire was mainly focused on how consumers responded to some of the main marketing variables: product, price and distribution, as well as, gastronomic culture, "made in" effect and purchase intention. This valuable information allowed the companies that participated in the experiment to adapt their products to the tastes and needs of each international market country targeted, and even led some of these companies to consider market countries that were not previously considered for the exportation of their products.

Keywords: Consumer behaviour; Culture; Gastronomy; Internationalization; Marketing mix.