THE NATIONAL MOBILE BRAND VERSUS INTERNATIONAL MOBILE BRAND ON THE CONSUMERS’ BUYING DECISIONJournal: Journal of Marketing & Logistics (Vol.01, No. 01)
Publication Date: 2018-09-21
Authors : Syed Abdullah Farooq Syed Rizwan Ali;
Page : 1-22-22
Keywords : Economic nationalism; Consumer ethnocentrism; Consumer patriotism; COO; foreign brands.;
This research is to examined, the impacts of human behavioral factors' economic nationalism, consumers' ethnocentrism and consumers' patriotism due to the country of origin (COO) on willing to local brands and willing to international brands of mobile using product judgement as mediator and also to determine the relationship of these behavioral factors with each other. The main problem statement of this research was to examine, the impact of the factors of local and international branded mobiles on consumers' purchase decision. The objective of this research is to examine, the factors which motivates and de-motivates consumers to purchase or not to purchase a local or international brand. The research was constructed on the bases of 3 x 2. In this research the economic nationalism, consumers' ethnocentrism and consumers' patriotism were analyzed and their relation with each other, with the country of origin and with product judgement were tested. A self-organized questionnaire was composed to set up established scales. A convenience sample was drawn from the consumers who are using or buying branded mobiles. A variety of statistical techniques were used to analyze the data. According to thorough research and after analyzing and examining consumers' behavioral factor and their relations with the country of origin and product judgement, we discovered that consumers those were patriotic, nationalist and ethnocentric towards his home country were more attracted to local brands, while consumers loyal to the brand name, and the brand quality and reliability were more attracted toward international brands.
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