Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands

In this study, we surveyed customers’ behaviour and influence of individual characteristics (tendency to uniqueness and orientation towards foreign brands) and characteristics of brands (perceived quality and emotional value) on intention to buy foreign brands in comparison to local brands. In this research, questionnaire is used to gather data and the Kokran formula is employed to determine the volume of sample of survey. Indeed, this research surveys the relationship between different variables using structural equation model. About 850 customers of Iranian shops are surveyed. The results reflect that the need to be unique, within customers, influences tendency to buy foreign products or services. What is more, increasing the tendency to purchase foreign brands causes customers to recognize quality and the emotional value of foreign brands in a better way. Hence, by increasing acceptance of perceived quality and emotional value of foreign brands, consumers are more motivated to buy foreign brands. Finally, in consumers’ point of view, variable ATFP to PQ is more important. because attitudes toward foren products that causes customer recognizing them of higher quality.