This study aims to examine the effects of animosity on consumers’ willingness to buy hybrid products (i.e. products that involve affiliations of two or more countries - such as branded in Japan but made in China). While consumers’ reluctance to purchase foreign products from countries that they have animosity towards is clearly evident in the current literature, little is known about consumers’ attitudes towards hybrid products. As such, the study introduces this new construct (i.e. willingness to buy hybrid products) to the animosity model to determine if animositic consumers would be more receptive or willing to accept hybrid products where the animositic tendencies towards foreign countries in question can be negated by the products’ domestic affiliations. To conduct this investigation, the study is undertaken in China where the Chinese consumers’ animosity towards the Japanese was examined. The data with a usable sample size of 435 were collected in the Chinese city of Nanjing. The findings of the study revealed that the high level of animosity present against the Japanese resulted in the Chinese consumers’ unwillingness to buy Japanese products. More importantly, results showed that the Chinese consumers are not any more receptive to hybrid products as such domestic affiliations have not diluted the animosity. Consistent with the literature, the study has also validated that consumer animosity to be a higher-order construct indicated by war and economic animosity. Under the conditions of extreme animosity, consumer ethnocentrism does not take a significant role in influencing other constructs in the animosity model.

El presente proyecto empresarial se denomina INTERMARKET, perteneciente al sector de retail, el cual fue ideado por un grupo de cinco usuarios que asumirán los cargos de director financiero, ejecutivo, compras, marketing y recursos humanos. El concepto de Intermarket engloba una experiencia única desde el primer contacto con el consumidor. Este proyecto es una tienda online en donde se ofrece una gama de productos de origen extranjero a través de plataformas digitales minuciosamente diseñadas de manera que sea eficaz, amigable y confiable para el cliente. De manera que, el consumidor no tenga la necesidad de dirigirse a un establecimiento, ya que Intermarket se encargará de realizar la entrega de los productos de manera rápida y segura. Este modelo de negocio se encuentra dirigido para usuarios de ambos sexos que tienen edades entre 25 a 39 años, los cuales son extranjeros o peruanos que han realizado por lo menos un viaje al exterior. Como se sabe, el conocer nuevas culturas y gastronomía hace que los consumidores demanden de los productos que más les gustaron para su consumo. Actualmente, no existe una tienda especializada en proveer estos tipos de productos. Es por esta razón que nace Intermarket, idea de negocio que ofrece la oportunidad de poder consumir productos que fueron degustados en algún lugar del mundo a un precio justo, los cuales evocan recuerdos inolvidables al momento de probarlos. El presente proyecto tiene un valor actual neto 86,771.53 soles de y una tasa interna de retorno de 106%. El periodo de recuperación de la inversión en el proyecto Intermarket es de 1.1888 años. Intermarket se encuentra enfocado en brindar un servicio personalizado a sus clientes y valora la satisfacción de los mismos. / This business project is called Intermarket, belonging to the retail sector, which was designed by a group of five users who will assume the positions of financial director, executive, purchasing, marketing and human resources. The concept of Intermarket encompasses a unique experience from the first contact with the consumer. This project is an online store that offers a range of products of foreign origin through digital platforms carefully designed to be effective, friendly and reliable for the customer. In this way, the consumer does not need to go to an establishment, as Intermarket will take care of delivering the products quickly and safely. This business model is aimed at users of both sexes who are between 25 and 39 years old, who are foreigners or Peruvians who have made at least one trip abroad. As it is known, the knowledge of new cultures and gastronomy makes the consumers demand the products that they liked the most for their consumption. Currently, there is no store specialized in providing these types of products. It is for this reason that Intermarket was born, a business idea that offers the opportunity to consume products that were tasted somewhere in the world at a fair price, which evoke unforgettable memories at the time of tasting them. This project has a net present value of 86,771.53 soles and an internal rate of return of 106%. The payback period for the investment in the Intermarket project is 1,1888 years. Intermarket is focused on providing a personalized service to its customers and values their satisfaction. / Trabajo de investigación