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THE GENERAL PRODUCT ATTITUDES SCALE APPLIED TO A PORTUGUESE CONTEXT IN TIMES OF CRISIS
Abstract
The growth of the markets and the dynamics of economic and geopolitical turmoil have caused increasing pressures for companies seeking to understand how to suggest the decision to purchase goods. The markets are very competitive and, in times of crisis, the price seems to be a variable that has gained ground. The aim of this study is to analyze the attitudes of Portuguese citizens towards Portuguese products – products of the brand Portugal – in times of crisis. The sample is composed by 590 Portuguese citizens, 28.9% male and 62.5% female, with ages between 18 and 68 years (M = 33.9; SD =11.28). We adapted the General Product Attitudes (GPA) for the Portuguese context, a subscale belonging to the Country-of-Origin Scale [1]. The reliability analysis conducted to the exclusion of six items from the original GPA, and the Principal Component Analysis (Varimax rotation) have reproduced the original factorial structure of the GPA, with score loadings higher than .49: F1-Desirable product attributes (37.4% of the total explained variance; $\alpha$ = .77; M = 5.73, SD = 1.10) and F2-Distribution-promotion based on desirable attributes (12.2% of the total explained variance; $\alpha$ = .79; M = 4.52; SD = 1.23). Women showed more favorable attitudes towards F1-Desirable product attributes in comparison with men, and both have similar attitudes concerning to F2-Distribution-promotion based on desirable attributes. This second factor has received less favorable attitudes between people with higher schooling, higher income, and between workers (in comparison with unemployed or retired). The political ideology of the participants did not appear to influence the attitudes towards the Portuguese products in general. The results are discussed considering the possible strategic changes that place the Portuguese brand in evidence in their products.
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