Purchase intention of foreign products: a study on Bangladeshi consumer perspective
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 Chittagon...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Open
2015
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/44370/ http://irep.iium.edu.my/44370/ http://irep.iium.edu.my/44370/ http://irep.iium.edu.my/44370/1/Journal_Paper_1.pdf |
| Summary: | 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. |
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