Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands (original) (raw)

2013

In this study, we surveyed customers' behaviour and influence of individual characteristics (tendency to uniqueness and orientation towards foreign brands) and characteristics of brands (perceived quality and emotional value) on intention to buy foreign brands in comparison to local brands. In this research, questionnaire is used to gather data and the Kokran formula is employed to determine the volume of sample of survey. Indeed, this research surveys the relationship between different variables using structural equation model. About 850 customers of Iranian shops are surveyed. The results reflect that the need to be unique, within customers, influences tendency to buy foreign products or services. What is more, increasing the tendency to purchase foreign brands causes customers to recognize quality and the emotional value of foreign brands in a better way. Hence, by increasing acceptance of perceived quality and emotional value of foreign brands, consumers are more motivated to buy foreign brands. Finally, in consumers' point of view, variable ATFP to PQ is more important. because attitudes toward foren products that causes customer recognizing them of higher quality.

Purchase Intention of Foreign Products

SAGE Open, 2015

The current research aims to investigate various factors that influence consumers’ intention of buying foreign products. The data were collected by means of self-structured questionnaires from a total of 260 Bangladeshi consumers residing in the two major cities of the country, Dhaka and Chittagong. At the initial stage, statistical analyses, particularly descriptive analysis as well as exploratory factor analysis, were conducted using SPSS, after which structural equation modeling was run by using AMOS. The findings have established that brand image and quality of foreign products carry significant positive influence on purchase intention of foreign products. However, religiosity leaves a significant negative effect on the purchase intention of foreign products. Furthermore, findings have also revealed that the image of the country of origin carries a significant positive effect on brand image but ethnocentrism carries a significant negative effect on perceptions about the quality ...

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