The impact of Brand Bias on consumer Purchase Intention: A study of local vs. foreign female apparel brands in Pakistan

Abstract

The purpose of this research is to find the impact of Brand Bias on Consumer Purchase Intention. The study was conducted on the female apparel industry in Pakistan and presented as a comparison of local apparel brands and foreign apparel brands and what is preferred the most. Factors which effect the buying behavior or purchase intention of a consumer in Pakistan were studied and argument was supported with the help of background references. Brand Bias is explained with the help of two concepts, Perceived Brand Foreignness and Confidence in Brand Origin (CBO). The supportive theory is also presented in theoretical underpinning. A detailed survey was conducted to obtain and analyze the results. Questionnaire was designed using 5 item Likert scale. 300 responses were collected from Rawalpindi and Islamabad from the female population. The results were analyzed with the help of SPSS software. Results showed that people prefer local apparel brand more than the foreign apparel brand.