Publisher:October University For Modern Sciences and Arts
Series Info:Marketing Graduation Project 2020- 2022;
Type:Other
Keywords:customers’ purchase
,
local products
,
Damietta furniture
,
university of modern sciences and arts
,
MSA university
,
October university for modern sciences and arts
,
جامعة أكتوبر للعلوم الحديثة و الأداب
,
Affective Attitude
Abstract:
The purpose of this research paper is to study the factors influencing customers’
purchase intention of local products. The authors created a conceptual model based
on the literature review, which was quantitatively tested. Personally administered
questionnaires were collected from 170 respondents who have either bought or
willing to buy local furniture. Throughout the study, the non-probability Judgmental
sampling technique was applied. SPSS software was used for data analysis.
According to the findings, there is a weak positive relationship between the country
of origin and the purchase intention of customers as there is a moderate positive
relationship between ethnocentrism and the purchase intention of customers, and
there is a moderate positive relationship between attitudes towards the local products
and the purchase intention of customers. Finally, this research provides implications
for the ministry of industry and trade and marketing managers to help them out and
increase their efforts for building a strong image for local products and providing
better experience and impression for buyers of local products.
