Inconsistency between Attitude and Purchase Behavior toward Domestic Products (Case Study: Automobile Market)

In a year named as “Supporting Iranian Goods”, surveying the Iranian consumers’ behavior regarding domestic products has become more necessary. In this vein, this study has focused on the antecedents of attitude towards domestic automobiles and the consistency between the attitude and the purchase behavior for domestic automobiles. Firstly, a model has been developed by reviewing the country-of-origin (COO) studies in order to explain the attitude towards domestic automobiles; then, a situational moderator variable has been added to the model to explain the possible inconsistency between the attitude and the purchase behavior for domestic automobiles. The proposed structural equations model has been tested By 297 analyzable forms based on Bayesian method. The findings show that satisfaction with domestic automakers’ marketing mix, less risk perception for domestic automobiles, and satisfaction with the capabilities of the domestic automotive industry have positive effect on attitude towards domestic car; the average attitude towards domestic car is significantly less than the average of the purchasing behavior for domestic car; and the effect of attitude towards domestic car on the purchasing behavior for domestic car is moderated by customers' prediction about domestic auto-makers’ behavior at the time of sanctions. Hence, in the absence of much-needed marketing assistance in boosting domestic sales, marketers can help promote the attitude towards domestic cars and subsequently reduce the inconsistency of attitude and behavior.