Purchase behaviour of western imported foods by Pakistani buyers
Syed Faheem Hasan Bukhari,
University of Southern Queensland, Australia
A research aimed at the factors affecting the purchase behaviour of Pakistani buyers was undertaken. Questionnaire survey data obtained from 930 responses were analysed for descriptive statistics, Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modelling leading to path diagram using SPSS-AMOS software. The theory of planned behaviour was used as the framework and factors related to this theory and identified by other researchers were included in the study. The results showed that product attributes, price, personality, self-concept, brand trust and religiosity influenced the purchase intention and thereby actual purchase of products by Pakistani consumers. Religiosity had a distinct effect on purchase intentions. Gender had a significant negative moderating effect on product attributes, price, personality and brand trust and did not affect other factors of this study.