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The purpose of this paper is to study the relationship between the (i) country image of Peru, (ii) cotton’s product image, (iii) familiarity with Peru, and (iv) cotton’s product familiarity with the purchase intention of Peruvian cotton. Survey techniques were used to collect the primary data, applying a closed question questionnaire in two samples that represent the consumers of two countries with different levels of familiarity with Peru: France and the United States. This study has found that there is a positive association between the studied variables, in at least one sample. One of the main managerial implications is that Peruvian cotton exporters could innovate their global marketing strategies using Peru’s country image to improve the positioning of Peruvian cotton in international markets.

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level. Practical implications 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. Social implications The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru. Originality/value The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.

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