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