A STUDY ON THE CASE AFFECTING FACTORS ON THE ATTITUDE OF CONSUMERS FOREIGN FOOTWEAR STUDY: ISFAHAN CONSUMERS
Journal: Malaysian E Commerce Journal (MECJ)
Author: Fereshteh Olyaei, Hojjat Vahdati
Market managers are interested in knowing the customers’ attitude to better serve their current or new services. This requires information about the factors affecting the attitude of the customers which will help marketers in decision-making related to demand. Foreign goods and incentives to buy luxury brands for Asian consumers, such as Iranian consumers, are increasingly on the rise. So identifying factors affecting consumer purchase motivations are very important, as a result, this study aimed to investigate the factors affecting consumer attitudes on foreign commodities. This research is an applied and descriptive survey in terms of purpose and data collection. The statistical population of the study is consumers of foreign footwear in Isfahan city, Due to its unlimited number, 266 people were randomly selected from available samples. The hypotheses of this study were tested using the structural equation modeling technique. The results showed that factors related to brand, brand quality and self-definitional needs have a positive and significant effect. And the image of the country of origin has no significant eff ect, and finally perceived value has a positive and significant relationship with the attitude toward foreign footwear.