Análisis del comportamiento de compra del consumidor mexicano ante los productos de comercio justo

Abstract

This research was carried out in order to analyze the purchasing behavior of Mexican consumers of Fair Trade products based on the Sampedro (2003) model from which inhibiting factors were taken that make the step from one phase to another in the stages of awareness in purchasing behavior of Fair Trade products. The field work was carried out at the Fair Trade Bazaar in the children’s Museum Papalote, in Mexico City from November 27 to 29 of 2009. The research method employed was at first descriptive where theoretical elements were examined of marketing, social marketing, fair commerce as well as five explicative models of changes in consumer behavior. Afterwards, there was a non experimental transactional descriptive design for which information was gathered with a questionnaire applied to the assisting public of the bazaar. This information was processed with SPSS software and among the main results of this analysis, it was found that by taking as a basis the model of the stages of awareness in the purchasing behavior of the fair trade products, the Mexicans did not consider the factor of lack of preoccupation as an inhibitor in order to pass from the stage of lack of interest to the stage of attitude or positive social attitude. In order to pass from the stage of positive social attitude to that of behavior or ethical behavior the inhibitor found was the lack of familiarity, not skepticism nor low perceived effectiveness. In order to arrive at the last stage of the model, which is that of committed behavior, the results demonstrated the existence of three inhibitors: the lack of commitment, the worst kind of evaluation of Fair Trade products and skepticism. Finally, a presentation is made with a series of recommendations from the perspective of social marketing that permit the individual to overcome the inhibiting factors found.