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

Hunjra, A. I. Kiran, S. and Khalid B. (2015). Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention. Bulletin of Business and Economics, 4(1), 48-62

15 Pages Posted: 29 Aug 2018

See all articles by Ahmed Imran Hunjra

Ahmed Imran Hunjra

University of Waikato; Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Sehrish Kiran

Allama Iqbal Open University

Babar Khalid

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Date Written: 2015

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.

Keywords: Country of Origin (COO), Product Knowledge (PK), Product Involvement (PI), Purchase Intention (PIN), Marketing

Suggested Citation

Hunjra, Ahmed Imran and Kiran, Sehrish and Khalid, Babar, Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention (2015). Hunjra, A. I. Kiran, S. and Khalid B. (2015). Relationship between Country of Origin Image, Product Knowledge, Product Involvement, and Purchase Intention. Bulletin of Business and Economics, 4(1), 48-62. Available at SSRN: https://ssrn.com/abstract=3229695

Ahmed Imran Hunjra (Contact Author)

University of Waikato ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan
00923457162527 (Phone)

Sehrish Kiran

Allama Iqbal Open University

Sector H-8
islamabad, Punjab 44000
Pakistan

Babar Khalid

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Pakistan
Rawalpindi, 44000
Pakistan

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