Challenges and factors affecting purchase intention in emerging market of Afghanistan: a global perspective

Various factors affect the formation of people's purchase intention, yet no research has been found on reviewing consumer behaviour and factors affecting the purchase intention in Afghanistan by the researchers. Due to the increasing amount of importing goods and changing customers' behaviour in Afghanistan, predicting and explaining consumer attitudes and behavioural intentions to buy foreign versus domestic products plays a critical role in designing marketing strategies for this emerging market. This research aimed to study the factors affecting the purchase intention of Iranian goods by customers in Herat, Afghanistan, and the conceptual framework of this paper could be a basis for future research in this field. It has also been attempted to simultaneously consider several variables affecting the purchase intention and examine a comprehensive conceptual model. The present study was a survey type, and a questionnaire was used to collect the research data. The research hypotheses were tested using path analysis methods, ANOVA, single-sample T and simple and multivariate regression. This research can be considered as the first researches related to consumer behaviour in Afghanistan.