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

Authors

Ahmed Imran Hunjra Lecturer, UIMS-PMAS-University of Arid Agriculture Rawalpindi, PhD Scholar Iqra University Islamabad, Pakistan Author
Sehrish Kiran Col. MBA Student, Allama Iqbal Open University, Islamabad, Pakistan Author
Babar Khalid MBA Student, UIMS-PMAS-Arid Agriculture University Rawalpindi, Pakistan Author

Country of Origin (COO), , Product Knowledge (PK),, Product Involvement (PI),, urchase Intention(PIN), Marketing

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 to examine 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.