Title: Consumer's buying behaviour towards Danish products in Pakistan

Authors: Saqib Hayat; Usman Yousaf; Shaikh Muhammad Zeeshan

Addresses: QASMS, Quaid-i-Azam University, Islamabad, Pakistan ' QASMS, Quaid-i-Azam University, Islamabad, Pakistan ' QASMS, Quaid-i-Azam University, Islamabad, Pakistan

Abstract: The intent of this paper is to examine the effects of reasons behind animosity, product judgment, subjective norms, group responsibilities, animosity, positive anticipated emotions, negative anticipated emotions and willingness to buy of Pakistani customers towards Danish products. Overall 180 individuals of diverse who are of the age of 17 to 24 years and over are chosen as sample by using convenience and quota sampling. They were reviewed on diverse factors such as reasons behind animosity, product judgment, subjective norms, group responsibilities, animosity, positive anticipated emotions, negative anticipated emotions and willingness to buy. Reliability analysis, correlation analysis, regression analysis, descriptive statistic (mean) and comparison of means, statistical tests were performed. In the research, statistical analysis demonstrate that subjective norms has found the most influencing variable on willingness to buy. The product judgment was found the second most important factor. This research also suggests that hostility is one of the vital factors, pursued by societal strain to boycott Danish goods, NAE, as well as PAE.

Keywords: Pakistan; consumer behaviour; product judgment; subjective norms; group responsibilities; animosity; positive anticipated emotions; negative anticipated emotions; willingness to buy; buying behaviour; Danish products; Denmark; hostility; societal strain.

DOI: 10.1504/IJIMB.2015.068149

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.1, pp.81 - 96

Available online: 16 Mar 2015 *

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