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Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention

Author

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  • Ahmed Imran Hunjra

    (Lecturer, UIMS-PMAS-University of Arid Agriculture Rawalpindi, PhD Scholar Iqra University Islamabad, Pakistan)

  • Sehrish Kiran

    (Col. MBA Student, Allama Iqbal Open University, Islamabad, Pakistan)

  • Babar Khalid

    (MBA Student, UIMS-PMAS-Arid Agriculture University Rawalpindi, Pakistan)

Abstract

Today Marketing is the buzz word around the globe, and marketers are trying their best to be successful within their respective market over competition. The main objective of this study is toexamine the impact of different factors on buying decision. Four variables has been used, three independent i.e. country-of-origin image, product knowledge, and product involvement and one dependent i.e. consumer purchase intention. Questionnaire of twenty one items was adopted from the research of Hanzaee and Khosrozadeh (2011) for data collection. Population was the students of Pakistani universities and selected sample size was of 207 students for applying tests for the empirical results. Data was compiled and different tests were applied through SPSS, and three hypotheses has been tested. The results demonstrate that the country of origin has no significant positive impact on the purchase intention and product knowledge, product involvement have a strong relationship and impact with purchase intentions of consumers.

Suggested Citation

  • Ahmed Imran Hunjra & Sehrish Kiran & Babar Khalid, 2015. "Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 4(1), pages 48-62, March.
    • Handle: RePEc:rfh:bbejor:v:4:y:2015:i:1:p:48-62
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    References listed on IDEAS

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    6. Rao, Akshay R & Monroe, Kent B, 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 253-264, September.
    7. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
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