The influence of price and brand on the purchasing intensions of Arab women: an empirical study Online publication date: Tue, 07-Jun-2022
by A.M. Sakkthivel; Gouher Ahmed; Christian Tabi Amponsah; Gerry Nkombo Muuka
International Journal of Business Innovation and Research (IJBIR), Vol. 28, No. 2, 2022
Abstract: Organisations brand their products with the goal of creating a wide array of benefits intended to attract consumers and at the same time reduce risk and maximise profits. Drawing on the theory of planned behaviour (TPB), the study analyses consumer purchasing intentions from cultural, social and personal constructs using data collected from 200 samples from Arab women. The findings indicate that cultural, social, and personal variables have a significant influence on price and brand choices of women's consumer purchase intentions, with cultural variables of customs and traditions contributing strongly to the influence of price and brand choices of women's consumer purchase intentions. Further, religious variables elicit the least influence over price and brand choice of women's consumer purchase intentions. The results reveal that price and brand choice of women's consumer purchase intentions are primarily influenced by customs, traditions, and societal variables.
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