Factors Influencing Consumer’s Decision to Buy Foreign Products

Results

The study focused on finding the factors influencing consumer’s decision to buy foreign products. Earlier many studies reveled the importance of consumer’s purchase decision making process. The first hypothesis states that consumers prefer to buy products from the technologically more developed countries. The results indicate that in case of durable products, the majority of respondents (38.39%) chose Japanese products at their top priority whereas 18.63% choose Pakistani products remaining 15.26% chose American products and Malaysia stood at number four with 15.10% respondents, while only 12.61% respondents chose China whose products are not considered as technologically advanced and of low quality. Now to justify the reason that why 18.63% respondents choose Pakistani products, the study compares these results with the different income groups which indicates that as for as the monthly income of the respondents increase their willingness to buy foreign products increase while low income groups show average behavior towards their unwillingness to buy foreign products this is the reason that due to the attitude of income group having monthly income 15,000 or below, 18.63% respondents choose Pakistani products. These findings lead us to conclude that the statement is true for high income consumers for this study corroborating with the pervious findings suggesting that consumers in developing countries like to buy western products according to development level of the country (Kaynak et al, 2000, Kaynak and Kara, 2002 and Cai et al, 2004)

The second hypothesis states that Consumers are willing to buy foreign products due to products quality. The results of the study indicates that consumers willingness to buy foreign p...

... middle of paper ...

...ers should use enhanced branding, packaging and enhanced advertising strategies to attract Pakistani consumer market.

• Managers should use the card of nationalism while competing with foreign products in the national markets.

6.3 Limitations and Future recommendations of the study

6.3.1 Suggestions for Further Research

The following are the suggestion for future research;

• Demographic characteristics like gender, age, income level and geographic location needs to be studied with a large representative sample from all over the Pakistan

• The same should also be studied in different cities and in different time intervals.

6.3.2 Limitations of the Study

The study was limited to the twin cities i.e. Rawalpindi and Islamabad. Consequently the sample size was small due to lack of resources; time constraint is also the main limitation of the research.