Determinants of Purchasing Non Local Fast Moving Consumer Goods in Bangladesh: Evidence from Khulna City
This study has put a great stride to identify the factors that derive the Khulna city customers to purchase some selective FMCGs (Fast Moving Consumer Goods) of Multinational companies (MNCs). Data were collected from 200 FMCG consumers of Khulna city using structured questionnaire developed based on the previous studies. Factor analysis was applied and the analysis showed that the 25 variables loaded on eight factors titled as Perceived quality, reliability & celebrity endorsement, product development & variety, price, good image, country of origin effects (COO), availability & security and Advertisement. Kaiser-Meyer- Olkin (KMO) measure of sampling adequacy of this study is 0.665 and the cumulative percentage of variance explained is 61.295.Later regression technique was used. In the regression Perceived Quality, Good Image, Availability & Security are found statistically significant indicating that 46.6% variation in the dependent variable (purchase of the FMCG of the foreign companies / MNCs) is explained by the independent variables used in this study.
