Consumer behavior and purchase intention with reference to brand name and their country of origin in Pakistan

Today's business market is a competitive ground for local and foreign brands. Everyday new ideas flow in the market. New entrants are so frequent that the existing products cannot ignore them. This fact initiates the existing players to go for strategies to retain them in the market and enjoy the increasing revenues. There are many factors that count for the product success. It ranges broadly from product idea to the availability of products in the market. It is up to the corporation that how it places itself by exploiting the opportunities in the market. The study is conducted in Pakistan. It focuses on two issues. First, how attitudes towards brand name and level of purchase intention of the consumer vary from brand to brand. Secondly, is country of origin has any impact on the attitudes for a brand and purchase intention for the same brand. Extant literature addressing each of these factors is reviewed first, followed by the theoretical framework leading up to the development of hypotheses. The methodology designed to test the hypotheses is then described. Empirical tests are reported in the results section. The study concludes with theoretical and managerial implications, as well as limitations and suggestions for further research.