Country-of-Origin Bias Among High-Income Consumers in Mexico:

Abstract

Mexican consumer country-of-origin biases relative to U.S. and Mexican food products were evaluated with a taste-test and a simulated shopping experience in Chihuahua, Mexico. Mexican and U.S. brands of two products were used in this study. Survey participants were questioned regarding food consumption habits, attitudes, and personal background. Frequency statistics, tests-of-independence, and the McNemar chi-square test were performed to test the hypotheses. Based on the study results, respondents were classified as consistent in their preferences for the products or influenced by the labels and therefore biased in their preferences.