Faculty Of Management Graduation Project 2020 - 2022

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The factors influencing customers’ purchase intention of local products: applied on Damietta furniture
(October University For Modern Sciences and Arts, 2022) Osama, Ahmed; Hesham, Hania; Ahmed, Marihan; Amr, Ziad
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.