Consumers' preference for foreign products in an emerging market: do family communication patterns play a role? Online publication date: Tue, 17-May-2016
by Abednego Feehi Okoe; Henry Boateng; Thomas Anning-Dorson
International Journal of Business and Emerging Markets (IJBEM), Vol. 8, No. 2, 2016
Abstract: The role of parental communication patterns in adolescents' decisions has been studied in various contexts. However, it appears there is paucity of literature on the role of parental communication patterns in consumers' preferences for foreign products especially in a developing economy like Ghana. The objective of this study therefore was to assess the role of parental communication patterns in consumers' preferences for foreign products. The survey technique was employed as the research design. The purposive and convenience sampling techniques were used to select the sample. Confirmatory factor analysis was used to assess the goodness fit of the measurement model. Multiple regressions were used to analyse the data. The results show that parental communication patterns play a critical role in consumers' preferences for and consumption of foreign products.
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