“The Effect of Country Origin , Perceived Quality and Brand Familiarity on purchase intention of Iranian handmade carpet's customers ”(Case Study: Japanese Buyer _In Tokyo)
Message:
Abstract:
Today, with the removal of barriers to trade between countries, we are witnessing the emergence of the phenomenon of globalization at the level of international trade and the confrontation of consumers with the products of different countries. This shows the importance of identifying the factors affecting on purchase intention of customers.
The aim of this study was to investigate the effect of three factors of the country origin image, perceived quality and brand familiarity on purchase intention of Iranian handmade carpet customers in Japan. This research in terms of purpose is practical and for collecting was cross-sectional survey data and about variables relationship is a correlation. The population of the study is the Japanese customers of handmade Iranian carpet stores in Tokyo. The statistical sample was determined using the Cochran formula and the available random sampling method, was 385.
The results of the hypothesis test using SPSS software show the impact of all three variables in turn; brand familiarity, perceived quality and country origin image on the Japanese customers purchase intention.
Article Type:
Research/Original Article
Language:
Persian
Published:
Quarterly Scientific-Research Goljaam, No. 32, 2018
Pages:
83 - 98
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