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

Keywords:

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

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 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.

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Published

2015-03-27

Issue

Section

Articles

How to Cite

Hunjra, A. I. ., Kiran, S. ., & Khalid, B. . (2015). Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention. Bulletin of Business and Economics (BBE), 4(1), 48-62. https://bbejournal.com/index.php/BBE/article/view/227

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