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Determinants of Consumer preferences of Branded Goods: A Case Study of Selected Districts of Punjab Pakistan

Year: 2015

Type: article

Abstract: The objective of the study was to analyze the determinants of consumer preferences for branded or non branded goods in Punjab (Pakistan).For this purpose two cities named Faisalabad, Mandibhaudin and two corresponding villages( Manget and Makkuana) were selected.Users of branded and open Tea were selected for the study and Binary Logit Model was used to draw conclusions.It was found that due to low income levels more percentage of consumers were using non branded low quality goods as they are cheaper.Results indicated that variable income, education, consumer loyalty, taste, quality, and advertisement were positively related to the choice of branded tea while price was negative related to the choice of branded tea.Hosmer-Lemeshow Statistics shows that model is good fit.

Source: Journals & Books Hosting (International Knowledge Sharing Platform)

Authors: Imran Naseem, Sadia Samar Ali

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2129289463

FWCI:

Cites: 24

Cited by: 1

Related to: 10