CONSUMER’S BUYING ATTITUDE TOWARDS MADE-IN-PAKISTAN LABELED PRODUCTS

Abstract

Pakistan is known for its products to be inferior to the foreign-made products. i.e., “Made-In-Pakistan” labeled products are considered to be inferior to foreign-origin labeled products by Pakistani consumers. However, consumer attitudes are about the emotions, beliefs, and intentions regarding consumer products. Some end users' perception builds after viewing the products. And once the purchaser knows about his necessities the subsequent stage in the choice cycle is to accumulate data on the products. Despite the existence of various studies, the role of COO (Country-Of-Origin) affects the consumer's attitude, behavior, beliefs remain unclear, as it is indicated that further studies need to be done.

The objective of this research will be to understand how the buying attitude of consumers is shaped by the former consumer’s attitude towards “Made-In-Pakistan” labeled products and to know whether COO (Country of Origin i.e., “Made-In-Pakistan” labeled products) directly influences the buying attitude of the consumer.

For the collection of data, a structured/closed-ended survey questionnaire (consisting of Likert scale questions) shall be generated on “Google Forms” for the ease of respondents to fill out their forms. For analyzing and interpreting the data, SPSS statistics is used.

It is shown that there is no significant relationship between the COO effect (i.e., “Made-In-Pakistan” labeled products) and the buying attitude of the customer. It was also shown that there was no significant relationship between the formed attitude of customers towards the buying attitude of the customer with the mediation of the COO (i.e., “Made-In-Pakistan” labeled products). However, there was a direct significant relationship between some of the formed attitudes (i.e., Willingness and Readiness) towards the Buying attitude of the customer. The hypothesis in this research article was proposed due to the awareness of the high impact of COO (Country-of-Origin) effect on the buying attitude of Pakistani consumers This research study focused on a few variables of Consumer’s attitude construct i.e., Readiness, willingness, and Perception. According to several studies, it is shown that there is less or no significant relationship between COO towards forming and shaping the overall buying attitude of the consumer even as a mediating factor. So, this research implies marketers construct the image and start focusing on the Pakistani labeled products and the improvement of the balance of the economy by promoting more exports and low imports.