Consumer’s Brand Purchase Intention in Emerging Markets Like Pakistan

Abstract

Purpose – The objective of this research paper is to examine the intention of consumers towards the purchase of branded product in newly emerging markets like Pakistan.Design/Methodology/Approach – This is descriptive type of study based upon survey method and data were collected through self administered questionnaire. Sample size consists of 125 respondents, in which 52 males and 64 females participated from Bahawalpur region of Pakistan. Data were examined by using regression analysis and R square analysis.Findings – The results suggest that among all relevant factors perceived quality, brand awareness, brand image have strong effect on the consumers brand purchase intention, But brand association and information acquisition does not show any positive or significant relationship with the consumer brand purchase intention.Research Limitations/Implications – This research used sample size of 125 respondents moreover 9 respondents refused to respond, further study could conduct by using large sample size. This research determine the consumers brand purchase intention on low involvement products, further studies could determine the results by using high involvement products. Furthermore it results represent only consumers of Bahawalpur region and can be implemented in any emerging market throughout the globe.Originality/Value – Previous studies were conducted in various cultures of several countries. This study is more specifically focused the consumers brand purchase intention in under develop city of developing country like Pakistan. Many multinational companies could use this research to determine the consumers brand purchase intention in emerging markets.

Keywords: Purchase intention, Perceived quality, Brand awareness, Brand image, Brand association, and Information.