The Effect of Country of Origin on Mobile Buying Behavior of Consumers: A Case from Pakistan

The Effect of Country of Origin on Mobile Buying Behavior of Consumers: A Case from Pakistan

Sarah Murtaza

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Central China Normal University

The Effect of Country of Origin on Mobile Buying Behavior of Consumers: A Case from Pakistan

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Abstract

The study aims at investigating country of origin effects on mobile phone buying behavior of consumers. The construct of Country of origin is studied in terms of brand image and Technological innovation in order to have in-depth insights. The survey technique based on questionnaire is used to collect data from 200 mobile phone users in large cities of Pakistan. We retrieved 175 valid questionnaires; the effective rate was 89%. Then the research was used descriptive statistical analysis on the sample data. Finally, the study regards consumer behavior as dependent variable and independent variables include country of origin, product knowledge and Ethnocentrism. The correlation analysis was used to analyze the relationship between consumer behavior and country of origin, product knowledge and Ethnocentrism. The results show that Country of origin in terms of “Brand image” and “Technological innovation” has positive impact on buying behavior of Pakistani Consumers while purchasing mobile phones. The high income class of Pakistani consumers is so strongly influenced by the Country of image in terms of “technological innovation “and “brand image” but with low income Pakistani consumers are strongly influenced by ethnocentrism (buy their own country’s mobile phone).

References

9 Cites in Article

Reference Format

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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

Sarah Murtaza. 2016. \u201cThe Effect of Country of Origin on Mobile Buying Behavior of Consumers: A Case from Pakistan\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E3).

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GJMBR Volume 16 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: L67

Submission ReceivedDecember 16, 2015
Peer Review Double Blind
Handling Editor
Accepted December 31, 2015
Published January 15, 2016

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v1.2

Issue date

August 30, 2016

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Article Matrices

Total Score: 101

Country: Pakistan

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

Authors: Sarah Murtaza (PhD/Dr. count: 0)

View Count (all-time): 190

Total Views (Real + Logic): 3796

Total Downloads (simulated): 1862

Publish Date: 2016 08, Tue

Monthly Totals (Real + Logic):

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Total Views: 3796

Total Downloads: 1862

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