Consumers' purchase intention toward foreign brand goods

Purpose: This study aims to understand Indian consumers' purchase behaviors of foreign brand goods as a way to help US companies to explore India's market potential. To this end, the study seeks to propose an integrated behavioral intention model incorporating the two modified Fishbein models (Lee's modified Fishbein model and Ajzen's theory of planned behavior) and empirically test the model. Design/methodology/approach: Data from a total of 210 usable surveys were collected from Indian college students at four universities in Bangalore, India. Findings: The results revealed that attitude toward foreign brand jeans and perceived behavioral control (PBC) had greater influence on Indian consumers' purchase intentions toward foreign brand jeans than did normative influences (i.e. subjective norm and face saving). Research limitations/implications: Generalization of the findings is cautioned because findings may vary by regions and by demographic backgrounds. Practical implications: Since attitude toward foreign brand jeans and PBC were the first and second significant factors influencing purchase intention, US companies need to create a positive attitude toward US brand goods, and should target consumers with resources (i.e. time and money). Originality/value: This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Indian consumers toward foreign brand goods.