Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan

It is essential to identify consumer purchase behavior to establish and implement effective marketing strategies by Western food chains in Pakistan. By identifying motives, firms can offer extra-value products to their current and potential clients. Thus, this study seeks to understand what drives P...

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Published in:Heliyon 2023-10, Vol.9 (10), p.e20358-e20358, Article e20358
Main Authors: Bukhari, Faheem, Hussain, Saima, Ahmed, Rizwan Raheem, Mubasher, Khurram Ali, Naseem, Meer Rujaib, Rizwanullah, Muhammad, Nasir, Fouzia, Ahmed, Faiz
Format: Article
Language:English
Subjects:
Brand trust
C12
Consumer behavior
Consumer purchase decision
D12
Lifestyle
PLS-SEM modeling
Product attributes
Religiosity
Subjective norms
Western imported food
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Summary:It is essential to identify consumer purchase behavior to establish and implement effective marketing strategies by Western food chains in Pakistan. By identifying motives, firms can offer extra-value products to their current and potential clients. Thus, this study seeks to understand what drives Pakistani consumers to buy imported Western food. This quantitative study uses A standardized structured questionnaire to collect data from 375 Karachi residents. The researchers use a convenient sampling strategy and analyze the data using PLS-SEM modeling through Smart-PLS 4.0. The findings of this research demonstrate that subjective norms, religiosity, product attributes, brand trust, customer satisfaction, and lifestyle significantly and positively influence consumer purchase intention. The findings also show that consumer purchase intention, lifestyle, and subjective norms significantly and positively correlate with purchase behavior. Finally, the study concludes that purchase intention significantly and positively mediates between exogenous and endogenous variables (purchase behavior). This research has significant theoretical and managerial implications. Local and international marketing professionals who wish to investigate the expanding consumer market in Pakistan can find the study's findings extremely useful. In addition, the outcomes of this research enrich the existing body of consumer behavior literature, which is helpful for future researchers.
ISSN:2405-8440
2405-8440
DOI:10.1016/j.heliyon.2023.e20358