Purchase Intention in Emerging Markets
Hakimeh Sajjadi, Mohsen Alvandi, Mahyar Shahpouri Arani
Target publication: International Journal of Business and Globalisation
Research focus
This study examines the factors that shape purchase intention for Iranian goods among consumers in Herat, Afghanistan. The work sits at the intersection of consumer analytics, international marketing, and emerging-market strategy.
Analytical model
The research evaluates how consumer attitude, subjective norms, perceived behavioral control, demographic variables, country-of-origin image, brand image, and product expectations relate to purchase intention. The study uses survey data and statistical modeling methods including path analysis, ANOVA, t-tests, and regression.
Why it matters
Emerging markets are often discussed through broad trade statistics, but consumer decisions are shaped by social norms, perceived quality, cultural proximity, country image, and trust. This research provides a structured way to analyze those drivers in a market where limited prior consumer-behavior research existed.
Contribution
The study contributes a conceptual and empirical framework for understanding foreign-product purchase intention in Afghanistan. It is relevant to researchers and firms interested in market entry, brand strategy, consumer segmentation, and cross-border trade behavior.