Sakkthivel, A M, Ahmed, G, Amponsah, C T and Muuka, G N (2022) The influence of price and brand on the purchasing intensions of Arab women: an empirical study. International Journal of Business Innovation and Research, 28 (2). p. 141. ISSN 1751-0252
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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.
Affiliation: | Skyline University College |
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SUC Author(s): | Sakkthivel, A M ORCID: https://orcid.org/0000-0001-7445-6367 and Ahmed, G ORCID: https://orcid.org/0000-0001-7686-7581 |
All Author(s): | Sakkthivel, A M, Ahmed, G, Amponsah, C T and Muuka, G N |
Item Type: | Article |
Uncontrolled Keywords: | price; brand; purchase intentions; women consumers; Middle East |
Subjects: | A Business and Management > AP Marketing |
Divisions: | Skyline University College > School of Business |
Depositing User: | Mr Veeramani Rasu |
Date Deposited: | 15 Jun 2022 05:00 |
Last Modified: | 15 Jun 2022 05:00 |
URI: | https://research.skylineuniversity.ac.ae/id/eprint/426 |
Publisher URL: | https://doi.org/10.1504/IJBIR.2022.123284 |
Publisher OA policy: | https://v2.sherpa.ac.uk/id/publication/4316 |
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