THE EFFECT OF THE COUNTRY-OF-ORIGIN IMAGE, PRODUCT KNOWLEDGE INFORMATION SEARCH INTENTION AND PRODUCT INVOLVEMENT ON CONSUMER PURCHASE DECISIONS IN PAKISTAN

Abstract

Purpose: This study aims to investigate the impact of Country of Origin Image, Product Knowledge, Information Search Intention and Product Involvement on consumer Purchase Intention. The study highlights favorable Image of Country Origin develops Purchase intention about the cosmetics product. High-knowledge consumers are more willing to purchase a cosmetic product if they equip with appropriate knowledge about the products. Information Search Intentions develops through various sources of information available to the consumers about products. Consumers must provide the opportunities to involve with the product. Higher the Product Involvement leads to greater Purchase Intentions develop by consumers. Methodologies/ Samples Total 336 respondents have provided the data to measure the required results. The questionnaire was available on Google platform open access to respondents. For analyzing data Regression is used through the software SPSS and Cronbach’s Alpha test is used to measure the reliability of instrument. The descriptive data analysis is conducted through the interpretation of results. Findings: The data analysis and result findings shows the understanding that there is a positive significant impact of Product Involvement on Purchase Intention and the hypothesis ; there is a impact of Product Involvement on Purchase Intention have a strong support in this study. Other factors also have a positive relationship with Purchase Intention in this study. Practical Implications: The outcomes of this research are helpful for Marketers and Marketing Research Companies to develop understanding about the factors contributing in a Consumer decision making process. When they are making marketing strategies besides branding and promotion of a product they should also give equal importance to other factors that develops consumer purchase intentions.