This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity. To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA.
The paper finds that there is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru.
This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca.