Factors Affecting Consumer’s Purchase Intention Toward Japanese Car in Pakistan

Javeria Asghar, Yasir Iftikhar, Sarmad Ejaz, Rabia Shahid, Waqas Baig, Shahid Hafeez, Muhammad Ahsan Khan


The main objective of this study is to inspect such factors that affect the purchase intention of consumer towards imported Japanese cars and to analyze generally prevailed perception about relative advantage of imported Japanese cars on locally assembled cars. Reliability is used in a sense of trustworthiness as it is the quality of being trustworthy or of performing consistently well. This research emphasizes the impact of four independent variables derived mainly from literature including brand awareness, brand association, perceived quality, and brand loyalty. The consumer’s purchase intention toward Japanese car in Pakistan is the dependent variable. This study used a questionnaire-based survey and respondents were evaluated on 5 points Likert scale ranging from 1-strongly disagree to 5-strongly agree. Total 165 questionnaires were distributed out of which 150 questionnaires were used. Further in this research convenience based sampling (non-probability) technique was used. Respondents from different age groups and gender revealed more or less similar behavior towards said factors and data collected from respondents reflects that all mentioned factors influence consumer purchase intention.

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DOI: https://doi.org/10.5296/ieb.v5i1.14763


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