Predicting Consumer Purchase Intention: A Discriminant Analysis Approach

Abstract The Indian retail space is seeing a clutter of competitive retail brands today and the customers are becoming more fragmented in their specifications and choices. The marketing environment is becoming more challenging to the retailers and the brand owners. In this context, this study attempts to formulate a discriminant equation on the basis of Read More …

Product-Knowledge, Ethnocentrism and Purchase Intention: COO Study in India

Abstract Purpose – The purpose of this research is to model country of origin (COO) effects, intention to purchase foreign products, ethnocentrism and foreign product knowledge among average Indian consumers. Knowledge derived from the analysis can be used in the marketing mix by firms to address the Indian market. Design/methodology/approach – The literature concerning COO Read More …