Bulletin of Business and Economics (BBE)ISSN - 2414-1771 (Print)
ISSN - 2409-9368 (Online)
Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention
Ahmed Imran Hunjra, Sehrish Kiran, Babar Khalid
Hunjra, A. I. Kiran, S. and Khalid B. (2015). Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention. Bulletin of Business and Economics, 4(1), 48-62.
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.
Country of Origin (COO), Product Knowledge (PK), Product Involvement (PI), Purchase Intention (PIN), Marketing
Research Foundation for Humanity (RFH)
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