Influence of the image of Brazil in attitude formation towards products: a study on foreign corporate buyers of brazilian medical-hospital industry

Abstract

The present study aimed to verify the influence of the image of Brazil in attitude formation of foreign corporate buyers towards Brazilian products of medical-hospital industry. The survey was developed through a field study and data collection was carried out through an online questionnaire sent to foreign corporate buyers of Brazilian medical-hospital industry. Data of the independent variable of the image of the country were treated through factor analysis and later a multiple regression between this variable and the dependent variable attitude was carried out. The sample of 71 respondents made it possible to verify a strong influence of the image of Brazil in the attitude of buyers. The results also indicated that the country-of-origin of buyers and their level of involvement with products affect the influence between these variables. The study contributes to debate on the subject image of Brazil and the influence of the brand Brazil in purchase behaviors in the medical-hospital sector bringing practical contribution and providing information for managers of medical-hospital exporter industries of Brazil. Another contribution is given to managers of public policies of the country that develop activities to promote the brand Brazil aimed at the sector assessed.