Parallel Session: Identification of perceived quality attributes and its influence on brand attitude and purchase intentions in context of car buying
Abstract/Description
The purpose of this study is to investigate perceived quality in terms of consumer’s perception about different attributes of a product and their attitude towards it which determine their purchase intentions. The industry chosen to study the variables was an automobile one and the product was Yaris which is about to be launched locally in Pakistan. A total of 227 respondents participated in the study including the exploratory and conclusive parts. The finding indicated that attitude and perceived attributes do influence purchase intention of the consumers of Pakistan and also that attributes have a positive impact on consumer’s attitude. The research hints that the automobiles companies should first focus on consumer’s perception about the attributes of the car and then design their positioning strategies while launching a car.
Keywords
Session Theme
Parallel Session-Track: Marketing & Innovation
Session Type
Event
Session Chair
Nida Aslam Khan
Start Date
20-12-2016 2:30 PM
End Date
20-12-2016 3:00 PM
Recommended Citation
Naeem, H., & Amir, H. (2016). Parallel Session: Identification of perceived quality attributes and its influence on brand attitude and purchase intentions in context of car buying. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day2/7
Parallel Session: Identification of perceived quality attributes and its influence on brand attitude and purchase intentions in context of car buying
The purpose of this study is to investigate perceived quality in terms of consumer’s perception about different attributes of a product and their attitude towards it which determine their purchase intentions. The industry chosen to study the variables was an automobile one and the product was Yaris which is about to be launched locally in Pakistan. A total of 227 respondents participated in the study including the exploratory and conclusive parts. The finding indicated that attitude and perceived attributes do influence purchase intention of the consumers of Pakistan and also that attributes have a positive impact on consumer’s attitude. The research hints that the automobiles companies should first focus on consumer’s perception about the attributes of the car and then design their positioning strategies while launching a car.
