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Purchase intention of foreign products: a study on Bangladeshi consumer perspective

Haque, A. K. M. Ahasanul and Anwar, Naila and Yasmin, Farzana and Sarwar, Abdullah and Ibrahim, Zariyah and Momen, Abdul (2015) Purchase intention of foreign products: a study on Bangladeshi consumer perspective. Sage Open Journal (April ). pp. 1-12. ISSN sgo.sagepub.com

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Abstract

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 of foreign products in their purchase intention. The major contribution of the current study is that it focuses on Bangladesh, as there is a vacuum in contemporary literature on this topic in the context of Bangladeshi consumers. The findings derived from the study could facilitate marketers in the creation of effective marketing strategies and at the same time are also valuable for academicians as well as consumers at large.

Item Type: Article (Journal)
Additional Information: 5056/44370
Uncontrolled Keywords: foreign products, purchase intention, image of country of origin, brand image, religiosity, ethnocentrism, product quality
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 24 Aug 2015 01:19
Last Modified: 10 Nov 2017 08:39
URI: http://irep.iium.edu.my/id/eprint/44370

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