Volume 27, Issue 1 (3-2015)
JMDP 2015, 27(1): 159-184 |
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Khoshneshin Langerodi M, Hamidizadeh M, Taherpour Kalantari H. The Impact of Boycott Intention on Purchase Decision through Marketing Mix. JMDP 2015; 27 (1) :159-184
URL: http://jmdp.ir/article-1-1978-en.html
URL: http://jmdp.ir/article-1-1978-en.html
1- , khoshneshin@imps.ac.ir
Abstract: (6830 Views)
One of the issues Iran is facing with is boycott, which relates to
various aspects. The purpose of this paper is to study the impact of
boycott intention on purchase decision among consumers of American
toothpastes in Tehran through marketing mix. Three hypotheses were
formulated, among which the third one was not supported. The sample
was 345 American toothpastes consumers. Data were gathered through
a questionnaire which proved to be valid and reliable, so that three levels
of validity were approved and Chronbach Alpha technique for reliability
showed the approximate value of 0.80. Statistical softwares and
regression technique were used to conduct data analysis. The research
findings show that consumers of American toothpastes don’t have any
boycott intention regarding the purchase of the product. Besides, three
items of the marketing mix, i.e., product, price and place don’t seem to
be significant to them and they see no promotion in American products.
Regarding the last variable, purchase intention, they consider only brand
important and the medium makes no difference to them.
Type of Study: Research |
Subject:
Public Administration
Received: Mar 16 2015 | Accepted: Mar 16 2015 | ePublished: Mar 16 2015
Received: Mar 16 2015 | Accepted: Mar 16 2015 | ePublished: Mar 16 2015
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