Determinants of Purchasing Non Local Fast Moving Consumer Goods in Bangladesh: Evidence from Khulna City

Determinants of Purchasing Non Local Fast Moving Consumer Goods in Bangladesh: Evidence from Khulna City

Kajol Karmoke

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Kajol Karmoker

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Md. Enamul Haque

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Md. Reaz Uddin

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Khulna University

Determinants of Purchasing Non Local Fast Moving Consumer Goods in Bangladesh: Evidence from Khulna City

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Abstract

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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Kajol Karmoke. 2016. \u201cDeterminants of Purchasing Non Local Fast Moving Consumer Goods in Bangladesh: Evidence from Khulna City\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E5).

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GJMBR Volume 16 Issue E5

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 11, 2015
Peer Review Double Blind
Handling Editor
Accepted January 3, 2016
Published January 15, 2016

Version of record

v1.2

Issue date

December 8, 2016

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Article Matrices

Total Score: 103

Country: Bangladesh

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Kajol Karmoker, Md. Enamul Haque, Md. Reaz Uddin (PhD/Dr. count: 0)

View Count (all-time): 161

Total Views (Real + Logic): 3793

Total Downloads (simulated): 1924

Publish Date: 2016 12, Thu

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Total Views: 3793

Total Downloads: 1924

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