Surveying Consumer Purchase Behavior Toward Foreign Versus Local Brands

Subject Areas : مدیریت

alireza  nalchi kaashi ¹ (دانشکده مدیریت- دانشگاه آزاد اسلامی نراق،ایران(عهده¬دار مکاتبات))
mohsen  rasoulian ² (دانشکده مدیریت- دانشگاه آزاد اسلامی نراق- ایران)
hossein  bujaari ³ (دانشکده مدیریت- دانشگاه آزاد اسلامی کاشان- ایران)

Received: 2014-04-07 Accepted : 2015-03-09 Published : 2012-08-22

Keywords: brand, Perceived Quality, need for uniqueness, costumer behavior, emotional value, purchase process,

Abstract :

In this study we examined customers behavior and the effect of  individual characteristics (it means tendency to be different from others and tending to foreign brands) and brands characteristic(it means perceived quality and emotional value) on intention to buy goods with foreign brands in comparison with goods that have local brands. There are 850 customers in Iran that cooperate in this estimate.studyis to be applied and is of surveying type It used from questionnaire and sampling by Kokran formula. This study examind relationship between variables by structural  equation model and reached to following this result. Need to be individual among customers is effective in tendency to foreign goods. Increased in tendency to foreign goods,canses customers think that foreign brands quality and emotional value are better. increased acceptance of foreign brands perceived quality and emotional  value results in an increase in buying foreign brands.