| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 101 === In accordance with the World Bank in 2011, Mexico’s total territory is almost 2 million km2, making it the world’s 14th largest country by total area. In Latin America, Mexico has the second largest economy, ranking just behind Brazil. In the world, Mexico has the 13th largest nominal GDP and its size of economy is more than one trillion USD. In addition, with an estimated population of almost 115 million, Mexico is the 11th most populous country in the world. And, the per capita GDP of Mexico is close to $10,153 USD. Except the excellent overview of macro economy, the domestic market demand of Mexico is amazing due to the Mexican people is born optimistic and advocates seizing the moment.
Taking Mexican electrical fan market as an example, this thesis aims to explore the impacts of country brand on product evaluation, and the impacts of product evaluation on purchase behavior. According to the results of the regression analysis, the country brand not only affects the evaluation of the electrical fan but also the purchase behavior. Besides, we add three moderating variables in the research: age, education and household income to verify the moderating effects. However, the result is still the same. In the other words, when Mexican consumers buying electrical fans they will concern the stereotype of its country brand. Hence, expanding the Mexican market might take advantage of this feature of local consumers. Or investing the production base in fabulous location like Mexico is another smart strategy.
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