Survey and ranking the most important factors desire of domestic consumer's in choosing foreign alternative products
Subject Areas : مدیریتHossein Norouzi 1 , Roghayeh Ahmadi 2
1 - Assistant Professor, Department of Business Management, Kharazmi University, Tehran, Iran
2 - M.A., Department of Commerce Management, Farabi Campus, University of Tehran, Qom, Iran
Keywords: group factors, Individual Factors, Cultural Factors, Consumer purchase intention, Halo effect,
Abstract :
This study aims to survey and ranking the most important factor desire of domestic consumer's in choosing foreign alternative products. In present study, factors related to the manufacturer and factors related to the government integrated with Philip Kotler'S model of buyer behavior to propose a Conceptual model. Research statistical population consists of appliance buyers with foreign brands in shiraz city and Sampling method is Non randomly sampling from type judgmentally. present study In terms of objective is Functional and in terms of data collection is descriptive-survey (questionnaire). The causes identified for tend domestic consumer's to choose foreign alternative products including individual factors, group factors, Product-related factors, cultural factors (wrong culture dominant over society), Halo effect, manufacturer- related factors and government - related factors. In order to verify these factors, confirmatory factor analysis was used. Then, Student T Test was used to test hypotheses and the Friedman test was used to rank the factors. Based on the hypothesis testing, Impact factors related to the manufacturer and factors related to the government On desire local consumers to choose foreign products was rejected. And the impact of other factors on desire was confirmed. Also, cultural factors and individual factors were having highest rating and lowest rating.
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