Changes in Consumer Behavior in the Wake of Sanctions

Subject Areas : Jounal of Marketing Management

P. Ghaffari Ashtiyani ¹ , A. Mozafari ² , Z. Alemojtaba ³

1 - عضو هیئت علمی دانشگاه آزاد اسلامی واحد اراک، اراک، ایران
2 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی و مدرس دانشگاه
3 - دانش آموخته کارشناسی ارشدمدیریت بازرگانی و مدرس دانشگاه

Received: 2014-09-05 Accepted : 2014-09-05 Published : 2014-09-23

Keywords: Knowledge of sanctions, Purchase Intention, Perceived price, perceived quality, Perceived competence,

Abstract :

The current situation in Iran and the intensification of sanctions against Iran, has made some application development as a necessity which One of these is the use of Iranian goods. Using Iranian products cause domestic industrial growth, lower unemployment, lower exports of crude oil and mineral resources... and also Reduce the impact of external sanctions and reducing injuries on the body of the Iranian economy which is the main target of sanctions. Therefore, this study seeks to identify and examine the factors that influence consumer of Iranian goods. By putting the basis of the theory of planned behavior, attempt to estimate the factors influence Iranian consumer purchase intention to buy Iranian product. The study also by adding the two variables of knowledge and attitude towards sanctions tries to gain a deeper understanding of the current situation in Iran. Moreover due to the strong influence of attitude, related factors such as price and quality perception and also perception of Iranian manufacturer competence of the products has been studied. The results show that the perceived price, perceived quality and perceived competence of Iranian manufacturer, have positive impact on attitudes toward Iranian product and also perceived behavioral control, attitude, subjective norm, knowledge and attitude towards sanctions, positively influence consumer purchase intention of Iranian product.