Abstract

This study aims to determine if the image of the United States country and the image of the China country positively impact the purchase intention of foreign products in Mexican consumers during the COVID-19 pandemic. Non-probability snowball sampling was used. The survey was sent through social networks. The sample obtained was 393 consumers from Mexico City, Jalisco, and Nuevo León with ages between 16 and 66 years. Multiple linear regression was performed using the stepwise method. The findings showed that the image of the United States country (β = 0.418; t = 7.851; p = 0.000) and the image of the China country (β = 0.125; t = 2.343; p = 0. 020) positively impact the purchase intention of foreign products in Mexican consumers during the COVID-19 pandemic by 17.4% and 1.5% respectively. Mexican companies could be affected if the consumption of domestic products remains lower than the consumption of foreign products. Therefore, the results of this research may be useful to senior managers of national companies because they will be able to develop strategies to increase the purchase intentions of domestic products.

Keywords:

Mexican consumers, image of the United States, image of China, purchase intention of foreign products, COVID-19 pandemic