Article2012

Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market

Hina Khan · David James Bamber · Ali M. Quazi

34 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This paper examines the attitudes of elite Pakistani consumers concerning their preferences for foreign-made products and how these preferences influence purchasing decisions. Data were collected from a sample of 250 buyers using a mixed methodology consisting of focus groups and a questionnaire survey. The results show a link between the country of origin (COO) of products and purchasing decisions. The nature and extent of this link vary across product class and purchasing decisions. A means-end chain (MEC) analysis revealed a close link between consumers' liking for foreign products connected with how they valued those products both psychologically and physiologically. The findings have implications for attaining a competitive advantage by using marketing strategies to target elite customers. As a pioneering study, this paper advances the theoretical knowledge, providing a framework as well as specific guidelines for practitioners to conceptualise the COO construct. The paper also suggests a strategic direction that successfully targets the elite consumer segment in Pakistan.

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References

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