文章基本信息

标题：Determinants of Consumer preferences of Branded Goods: A Case Study of Selected Districts of Punjab Pakistan
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作者：Asia Naseem, Imran Qaiser ; Sadia Ali
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：14
页码：63-72
语种：English
出版社：International Institute for Science, Technology Education
摘要：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.
关键词：Consumer Preferences; Branded Goods; Logit Model; Hosmer-Lemeshow Test.