Identifying Factors Influencing on Purchase Intention of Foreign Brand in Iran (Case Study: Bosch and Samsung)

Authors

1 Associate Professor, Faculty of Management and Accounting, Allameh Tabatabaei University

2 Master of Business Administration (Marketing), Allameh Tabatabai University

3 Master of Business Administration (Marketing), Allameh Tabatabaei University

Abstract

Numerous factors influence on individuals purchase intention. The purpose of this study is to offer a comprehensive model of important factors influencing on consumers foreign product purchase intention. Therefore, a clustering method was used and data from 400 consumers were gathered in two areas of Tehran and analyzed by using SEM via LISREL. Results show that factors which are related to product namely brand familiarity, brand trust, perceived value, and perceived risk have significant effect on consumers purchase intention; and in factors related to country of origin, only cognitive dimension had significant effect on consumers purchase intention. Originality of this study is due to designing a new comprehensive model by using variables from previous research.

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